Contact us

Contact: Gary Pattison, Group Managing Director
on (02) 9955 9500

Gary Pattison

Group Managing Director

Level 2, 72 Christie Street,
St Leonards, NSW 2065
Australia

Ph: +612 9955 9500

X Close

Why are we all forced to wear global creative?

March 24, 2015

​Ok so we have infiltrated most of the world with Neighbours, XXXX beer and Aussie backpackers armed with Vegemite, but does that mean we deserve to wear global creative?

Every year we have to put up with images of a happy patients, a swoosh or metaphoric symbol demonstrating the benefits, a brand guidelines book of ‘do’s and don’ts’ and a template to follow that sets more restrictions than a Russian trade embargo.

To a global marketing team this makes perfect sense, to the CFO it makes the spread sheet look good, but to the poor bastards who have to deal with it at a local level, its like wearing a jumper your Nanna knitted you for one of those daggy family photos - its preposterous.

So here goes; ‘there’s no such thing as global creative’- one size does not fit all cultures. What they are creating is global awkwardness as it stifles creativity and more importantly doesn’t give the brand flexibility to adjust to the nuances of the country and audience.

However, there is such a thing as a ‘global ideaL’. All great brands that we interact with today have one. It’s the bedrock from which brands can thrive. I believe pharmaceutical marketing departments and companies need to look outside their world and see how a soft drink or a sports brand connects with its audience. A global ideaL is perfect for health. Every drug, device or ointment is there to make the world a better place for humans and animals.

A global ideaL will bring flavour and texture to a very dry area. For instance, the board game Scrabble has the ideaL of; the world would be a better place if we rediscovered the magic of words and Fanta’s was around having more fun. (Something we may need to do?)

This is all very well but what can we actually do?

Well I believe the creative community need to encourage marketers, strategists and account service teams in healthcare to look closely at their distant cousins and see the benefit of creating global ideaLs over global executions. We need to show how they connect with their audience on multiple channels and levels.

If we have a great ideaL at the core of a global brand we can add local insights and flavour. It will allow briefs to breathe, creative to explore and the brand to have a purpose.

More importantly it will guide creative teams down new roads, roads where the ‘key visual’ isn’t the centrepiece for healthcare advertising, it’s the ‘key thought’, a big ideaL – something that every creative team around the world would be happy to wear.

 

« Back to articles