Making global brands relevant in a fragmented world

Global brands must work hard in 2018 to stay relevant with increasingly nationalistic and fragmented landscapes with strong local competitors.

What every brand needs is a ‘north star’ that guides them regardless of which market they are operating in, according to Jessica Davey, Chief Marketing Officer at McCann Worldgroup APAC.

“A global brand needs to stand for something. What it stands for can potentially shift and have different emphasis depending on which market it's in, but it should always have a ‘north star’ - as a business and a brand, it should always stand for something,” Davey said at the Advertising Week Asia event in Tokyo recently.

Standing for something as a brand is more important than ever: “We have...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands