Glocal evaluation: Measuring effectiveness

Nigel Hollis
Millward Brown

Global campaign effectiveness needs to be measured locally, from the ground up, not the top down.

When you can connect with friends all over the world on Facebook and familiar brands greet you in malls across the globe, it is tempting to think that the time is right for truly global campaigns. Ones that are originated and implemented in the same way everywhere.

But the superficial evidence belies significant differences across markets. So, unless your brand is one of the few that targets a homogenous global audience, then you must plan from the ground up and your measurement should reflect that local mindset. The 'think global, act local' mantra applies to all aspects of the planning process, from identifying a common global platform on which to build a campaign, to assessing its in-market effectiveness.