The Global Playbook: Building a Global Marketing Campaign

In this episode of the "FilmTalks" podcast our hosts discuss strategies for building a successful global marketing campaign with a focus on film and media production. The podcast episode is inspired by an article titled "The Global Playbook: Building a Global Marketing Campaign" by Peter Mackness of Wolfestone UK. Throughout the discussion, the hosts expand on Mackness's six key steps for international scaling, starting with thorough market research to understand cultural context. They emphasise the importance of a clear language strategy that moves beyond simple translation to adopt transcreation, which is the process of adapting emotional meaning rather than just words. Finally, the hosts explain that success requires localising every element of content, maintaining brand consistency, and continuously testing and optimising the campaign based on audience feedback.