Global channel planning: People, not places

Global planning needs to shift emphasis from markets to consumers, embracing global cultures defined by channel behaviours.

As brands, consumers and agencies become increasingly globalised, the vernacular of our business has subtly shifted from the anthropologic to the geographic.

With the pressure on networks to provide clients with commercially-efficient global solutions, the focus has been on producing work capable of transcending borders rather than deeply resonating with people. For planners in global roles, this practice clearly a problem.

However, as human behaviour becomes increasingly defined by communications platforms that transcend...