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BEST PRACTICE: Three steps for global success

  Henry DixonA successful, multi-lingual, international B2B campaign demands good research, planning and execution if the message is not to be lost and the budget wasted. Here are three factors that will make or break a multi-national campaign.


As in any campaign, market and audience understanding are critical. We are all familiar with the 'glocal' concept – localisation of a global campaign – but this should be so much more than simply changing the language of an advertisement or press release.