Global marketing leaders can now gain instant visibility into their marketing localization capabilities with a brand new indexing tool launching this January.
The Marketing Localisation Index (MLI) by Freedman International has been carefully designed to score global marketers across five pillars. The five pillars have been identified by Freedman International, insight-driven localization experts who have over 30 years of experience helping brands achieve global growth, as essential factors to success. The pillars are
Global-to-local: The operating model in place for the marcomms & localization function
Cultural competence: Capability to deploy global marketing programs that resonate locally
Brand governance: The measures in place to ensure brand safety
Dynamic capability: Ability to deliver global marketing communication at speed and scale, while reacting to changes fast
Attribution: Ability to measure the impact of localized creative in local markets
Kevin Freedman, Founder & CEO, Freedman International explains: “Being an internationally recognized and understood brand is as important as ever, and the cost of cultural errors is so high because modern audiences are very good at amplifying your mistakes. The result of that tension which we see time and time again is unfortunately very risk-averse campaigns that sacrifice creativity for the sake of a bland but easily-understood message. The trouble is that when you let creativity slip, effectiveness inevitably follows suit and you end up with a tonne of wasted potential.”
Matthias Gray, Strategy Director, Freedman International adds: “In a time with unprecedented pressure on brands to be native in every market and channel they operate within, it has never been more important for global and local marketing teams to be aligned; the MLI is a free global-to-local marketing health check, designed to give marketers a snapshot into how efficient their function is from processes, creative interpretation, and relevance through to effective measurement.” He continues: “the scores are designed to help identify specific areas a marketing team should focus on to improve their global-to-local marketing capabilities, which are often hard to identify”
Take the MLI test today – https://bit.ly/3Iifw43
About Freedman International
Freedman International is an insight-driven localization agency that works in partnership with brands to ensure every aspect of a global campaign is appropriately localized from the creative strategy through to production and delivery. Drawing on 30 years of experience, Freedman International has a global network of experts covering every discipline required to set up and execute efficient global-to-local campaigns.