B2B Marketing Blog
Recently by Evan Ivey

Just because you've gone global doesn't mean you've got a global strategy

July 22, 2010 4:15 PM | By Evan Ivey
I feel like a heretic writing this. I’m supposed to be the 'global-one-size fits-all' strategy advocate.  Let’s start at the beginning. The current marketing hegemony is that success lies, indeed the whole rationale for global brands and their agencies lies in finding a single consistent strategy, which will inevitably lead to success and savings, milk and honey.I’m not talking about what the ads look like or even the style of social media campaign. I happen to believe one creative solution can work for all markets. In fact I’ve got the evidence to prove it. What I’m talking about here is...
1 comments | Full story

Crushing the mushroom: Why translation should be ‘reassuringly expensive’

April 12, 2010 11:25 AM | By Evan Ivey
Even as I write this I know you are not going to believe me, but there are people out there who think translation is simple and should therefore be cheap, a bit like chips. While its true there is always someone who can do stuff for less, no one in their right mind would skimp on the translation, right? I think you better sit down. Why is this happening? Well firstly because doing the translation (or, more accurately, the ‘trans-creation’) properly is an expensive business. I’ll explain why later.  The second reason though is more insidious. Many clients don’t believe their agency has any...
12 comments | Full story

Iconic advertising: A successful formula for international B2B creative?

March 30, 2010 3:12 PM | By Evan Ivey
In a recent survey by B2B Marketing Magazine over 1 in 4 respondents claimed that developing creative that can work internationally is the most significant marketing challenge facing their organisation. It would be even higher if it wasn’t for the fact that quite a lot of clients and agencies just don’t believe it is possible to create ideas that travel, so they don’t even bother trying.  A quick survey of an American affiliate network showed that just over half did not believe a single idea could work in Asia as well as the US and Europe.  Well, they’re wrong.  There...
2 comments | Full story
« Edward Weatherall | Main Index | Archives | Francesca Brosan »