Global, international and multi-national Account Planning

Rita Clifton writing in How To Plan Advertising:

For the purposes of this paper, we should probably define global as being the approach that starts out with the intention of standardising as much as possible across as wide a geographical area as possible. And international approach would be less ambitious, but would still seek to take a common perspective across markets. A multi-national approach is one where the main thing in common is company ownership, with perhaps just a sharing of insights and information on a co-operative basis.

Hey. I’m Alex Murrell. I'm a Planner at Epoch Design in Bristol where I help deliver highly creative, innovative and effective pack, instore and online communications for some of the world’s biggest FMCG brands. Want to know more? You can find me on Twitter or LinkedIn.

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