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Beyond Translation: Shifting to a Global-Focused Messaging Strategy

Thursday, June 3, 2021 -
8:30am to 9:15am

Central Time (CT)

In today’s always-on world, your brand and messages have to reach anyone at any time.

Now more than ever, marketers must create strategic campaigns and messaging that resonate with buyers’ global needs and requirements. But typically, these differences are considered late in the process as a translation / execution step. While important, this doesn’t replace the need to establish a globally influenced, strategic “big idea” that is grounded in universal insights to deliver the most impact.

Senior level marketers looking for different ways to think about messaging—please join The Mx Group’s Tony Riley and Bray Leino’s Sam Crocker at this Roundtable. These US and UK B2B agency leaders will facilitate a discussion about how campaigns become stronger and messages more salient with the benefit of diverse thinking, human truths and cultural influence.

In this roundtable, we will:

  • Share examples of campaigns that utilized (or should have utilized) a globally focused, strategic big idea
  • Discuss global issues B2B buyers are reacting to now
  • Explore the importance of talking to customers to uncover insights and true motivating factors when making buying decisions
  • Review tools to operationalize global strategic messaging