Rogue Agents: When Regional Marketing Is Left To Fend For Themselves

September 13, 2016 Cloudwords

If you've ever been asked, "How are you managing marketing globally?" you likely have answered with one of these typical responses: 

  • “We give our regional teams localized content, but I’m not sure how they’re using it.”
  • “We only localize in a few languages with the marketing budget we have, so we send English content to all other regions, and hope they localize our messaging properly.”
  • “I’m not an expert in other languages, so I generally hope the regional teams translate the new campaign messaging correctly.”

Read the article in Brand Quarterly's Global Marketing Edition.

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