WRITTEN BY MediaMonks
Localization is a key challenge for any brand targeting several geographic markets, whether they be multinational or domestic. The way you’ll talk to a New Yorker about pizza, after all, might resonate differently with an audience in Italy. This gets at the heart of what good localization really is: it’s not just a matter of translation, but of paying special care to include the smaller details and nuances that appeal to a specific market.
Pulling off this level of transcreation can be tough due to the sheer volume of assets needed per market, the knowledge required about what markets respond to, and complex processes that hamper brands’ abilities to push this content out efficiently. For organizations struggling with any of these challenges, an integrated production partnership can help optimize transcreation workflows and implement local to infuse campaigns with a high level of local relevance around the globe.
An integrated production partnership is a team custom-built for your brand and its specific needs. Rather than brief an agency on a project, an integrated partnership focuses on the long-term and can scale up or down according to your need, whether it be through growth in consistent, daily responsibilities or sudden one-off projects. Working partially in-house, an integrated team provides access to a varied talent base across the globe, making the model a practical solution for brands seeking to provide local relevancy to always-on content.
Inefficient transcreation isn’t just a matter of audience reach; it can impede growth as well. For example, one of our integrated partners is a digital brand that’s experienced very rapid growth through the acquisition of local businesses. With every new acquisition and market came a new need for assets, burying their in-house studio with an ever-increasing workload. An integrated partnership enabled the brand to offload lower complexity tasks and speed up the production process to match the rate of growth.
For some brands, a social media presence or their chosen industry might require an ever-quickening pace of asset production. This challenge rises exponentially for those catering to different local markets. An entertainment brand, for example, must react to current events across markets with speed, understanding how a given story’s relevance might differ among those markets. Because integrated partnerships thrive on long-term relationships and provide organizations with teams that are dedicated to their brands, they can streamline the production process by enabling daily deliverables rather than use a project-oriented approach. When brands feel increased pressure to develop always-on content ecosystems targeting different markets and cultures, an integrated partnership with access to a global talent base is ideal for offering the right message at the right time.
Offloading tasks is simple enough, though the true potential of an integrated partnership is to optimize workflows across levels of the production process. A common challenge for large, global organizations is that they juggle several vendors per market, which can complicate the production process or threaten quality and consistency.
Through the guidance or talent resources provided by an integrated partnership, brands can provide local markets with autonomy to tailor messaging without having to worry about inconsistent style or messaging. While it might seem as though such a partnership is inviting yet another outside vendor into the process, this model is developed for the long term around a sense of shared responsibility. Custom-built and engrained within your organization’s culture, integrated partnerships have deep knowledge of a brand and can therefore serve as a safeguard.
Let’s consider another partner as an example. Its US team controlled asset production in other markets including Asia, which resulted in messaging that wasn’t necessarily relevant to them. This prompted local markets to work with their own vendors to develop assets with more cultural relevance. While they succeeded in that effort, the new materials lacked consistency. As the adage says, “too many cooks spoil the broth.” In this case, inviting several voices and vendors in the mix resulted in an inconsistent brand experience.
Our solution was to find a way to give room for freedom and autonomy to local markets while still allowing for a centralized work stream. At MediaMonks, we’re well-experienced in producing assets at scale through a unique creative framework that allows for several variations with little rework or added cost. We adapted this process for our partner by producing a series of master templates which would ensure a consistent visual style, while also being easy for local markets to adapt. This approach maintained flexibility while also quickening the time to market. “What sets this process apart is that transcreation is kept at front-of-mind and engrained into the process rather than being treated as an afterthought,” says Louise Martens, Executive Producer at MediaMonks LA.
Finally, our integrated partnerships provide brands with access to an always-on, global talent studio that can easily place a brand in any market. When a brand sees an opportunity in a new market, we can tap into a local talent pool with an awareness of what resonates there. “This flexibility in matching organizations to the larger MediaMonks network whenever needed is one of the key capabilities of integrated partnerships,” says Martens, “and is especially helpful for organizations that know no borders.”
Whether your organization is eyeing opportunities in new markets, is dealing with an unmanageable workload or simply needs to ensure a greater level of consistency across markets, an integrated partnership makes for a versatile, scalable model designed to fit those needs. Once in place, your team is equipped to adapt to new opportunities and challenges that can help your organization work faster and more efficiently, resulting in better ways to meet the needs of your audience no matter where they call home.
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