Sophie McGill, APAC executive director of mobile talent platform, Megastar Millionaire agrees, and stresses a good glocal strategy should include both hyperlocal and social as well local consumer insights.

“If possible, work with a local partner to help implement the campaign and maximise effectiveness within different markets,” she says.

“Work with different talent – much of today’s brand messaging is delivered through established audiences and trusted talent. By understanding your audience, their behaviours, their existing habits and communities, you will have much greater insight into taking your brand via a trusted source and it resonating with a much broader global audience”…

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