Freedman launches new service to help brands deliver effective multicultural adaptations
International campaign implementation specialist, Freedman, has launched a consultancy service designed to enable global brands to optimize creative campaigns across channels and across borders.
The new ‘C3 Audit’ service is built around three key pillars: content, culture and creativity. Louie Chow, International Communications Director, explains the idea behind the offering: “In marketing and branding they talk about content, but not about whether it’s creatively or culturally relevant. Content is not useful if it’s not culturally relevant.”
Freedman’s network of senior creatives and implementation specialists across the globe is already helping brands such as IHG, Philips and Shell to deliver better campaigns. The goal of the ‘C3 Audit’ is to give local versions of global campaigns relevance and resonance on a local as well as an international level. At a time when many global brands are taking cost-cutting measures, Freedman’s C3 Audit service offers a much-needed opportunity to use resources more effectively than ever before, reducing overheads as well as ensuring success.
“We can offer an objective approach,” says Chow. “If there is a big idea, it can work globally. We are here to discover how.”
The C3 Audit service makes global implementation possible without the need to go to numerous different offices, with numerous differing ideas. Global creative can be optimized, securely, in-house – without the need to spend more and more time fine tuning campaigns on site, at the last minute – freeing brands up from the process of perpetual problem-solving, allowing them to focus on more than the negotiation process.
“When many global brands talk about cost-cutting and centralization they start cutting corners,” adds Chow. “We offer a way to do it smartly.”
Tags: Global Brand
