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The four golden rules for managing multi-market content

Posted by Julia Portelly on 19th February 2019

Last month, the PRCA International Communicators Group hosted a panel on creating compelling content for multiple markets and we came away with some great learnings and key takeaways.

As we play the “hub” agency role for several clients at Wildfire, managing international campaigns across EMEA in particular, it was great to hear first-hand the different approaches and best practice from other experts in the industry on how to successfully manage content across multiple regions.

1) The trust factor
One factor that rang true for all the panellists was the “trust factor”. Existing at the centre of multiple agencies requires a lot of diligence and constant communication so that deadlines are met for clients.

The trust factor is all about understanding the needs and priorities of the local marketing teams, while also building tight-knit relationships with the agencies. It is important to appreciate that different markets and regions have different ways of working and communication styles. If you acknowledge this and generate trust early on with the on-the-ground teams, you’ll be one step closer to managing a successful campaign.

2) One size doesn’t fit all — consultancy is key
Another area that the panellists touched on was giving agencies the autonomy to advise on what will and won’t work in the local markets. They’re the experts, right? A campaign angle or theme might work well in the UK, but it might not necessarily resonate well with the German market.

Giving local agencies the ability to provide consultancy will ensure the content and messaging is compelling and relevant to their respective regions, and this will inevitably generate better results for the client.

3) Lost in translation?
A common pitfall that brands typically fall into is translating content word for word. Brand messaging, including straplines and campaign copy, needs to be adapted specifically for each market to make sure it’s culturally relevant to its intended audience.

Humorous content that works in one language might miss the mark completely in another and can even offend a whole nation. Companies should use an in-market content specialist to do their research and create content specifically targeted to their audience. A simple Google Translate won’t make the cut. 

4) Timing is everything!
We must also remember the cliché “reach the right people at the right time”. As the hub for many of our clients, we work with teams in the US, EMEA and APAC and we know how important it is that we consider the different time zones when it comes to setting or meeting deadlines and coordinating campaign launch timings.

Public holidays and national days also need to be factored in, as well as regions like Israel and Dubai who have their weekends on Friday and Saturday.

The most effective and successful multi-market content and campaigns rely on trust, communication and forging genuine relationships with local client teams and agencies. This approach is more or less the same regardless of the industry or sector that your client operates in.

I’m looking forward to attending more events from the PRCA’s International Communicators Group in the coming months. Check them out here.

Julia Portelly

Julia graduated from Loughborough with a degree in English and Publishing. She has always had an interest in the Tech and Gaming industries, and one of her first roles after graduation was working in Ad Tech. She entered the tech PR world as an Intern for Wildfire, and has since gained valuable insights working with the experienced client teams, which led to gaining a role as Junior Account Executive in September 2017 and a further promotion in 2018 to Account Executive. In her spare time, Julia can be found singing, training for a 10k, or drinking coffee.