'Think local, act global' guides Diageo's brand management

Rob Malcolm

Every firm with multi-regional brands yearns for a simple communications framework that delivers the global benefits of scale – efficiency, simplicity and speed – while staying relevant in different markets and cultures.

But this is not easy. Companies and communications agencies search for the 'holy grail' approach – an agency model that will solve the dilemma.

In the 1990s, the trend was to look for the global 'silver bullet'. Communications technology was driving a connected world, where brands could reach consumers through global media. Everyone became a 'global thinker' and marketers sensed the possibility of a 'one stop' solution. Global advertising came into vogue and global agency networks reaped the benefits from global brand owners.