1. one size fits many?
a d v e r t i s i n g b e y o n d b o r d e r s
2. one size fits many?
A D T R A N S F E R E N C E A N D A F R I C A
B E Y O N D C U LT U R A L D I F F E R E N C E S
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3. defining ad transference…
context: cultural and socio-economic factors
analysis : ads tested in multiple markets to
determine ad transference (6000+ data points*)
metric: enjoyment (likeability is the closest link to
pure cultural transference)
as a percentage of all ads
* Source: Millward Brown Global LINK™ Database
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4. the reality of a diverse world...
North America
Latin America
Asia
Western Europe
Eastern Europe and Russia
51%
48%
40%
56%
58%
43%
Africa and Middle East
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Transference WITHIN geographies
Global Avg 52%
5. among emerging markets, africa is quite different
when it comes to advertising…
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relevant everyday situations
emotional messaging
celebrities
prominent music
visual humour
41 49 40
31 35 20
11 09 24
36 25 24
30 20 24
% of ads…
6. so what can work in africa…?
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emotional connect
family, community
sunlight ‘bubbles’
7. so what can work in africa…?
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happy optimism
important to show positive images
coca-cola ‘crazy for good’
emotional connect
a sense of fun, of drama
8. so what can work in africa…?
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simplicity in messaging
firm focus on brand benefit
panadol ‘invisible man’
omo ‘soccer girl’
happy optimism
emotional connect
a sense of fun, of drama
10. there are clear cultural differences within africa
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ghana nigeria
east
africa
80 80 64
15 30 27
40 60 41
65 55 52
PDI
hierarchy
IDV
individuality
MAS
masculinity/Aggression
UAI Uncertainty
avoidance
authority
community
harmony
structure
power
individuality
assertion
less hierarchical
harmony
comfort in ambiguity
11. ghana: what works?
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geisha ‘bath time’
the importance of family connection and bonding (and
how we bring it to life!)
pepsodent ‘father-son’
14. nigeria: pride in recognised success, vibrancy
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strong sense of pride
aspirational imagery, a desire for
acknowledged success
vibrancy matters (local music,
colour)
mtn ‘nigeria’
15. why is it so difficult to
use the same
advertising execution
across countries?
clearly, there is more divergence than convergence in the
world when it comes to advertising
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16. what impacts an ad’s ability to travel?
Cultural
Differences
Brand
Heritage in
each market
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17. four key factors affect advertising transference
stage of category development
brand stature and meaning
media exposure and advertising diet
main contributors in
70%
of cases where an ad
fails to travel
cultural factors
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18. stage of category development can influence how
consumers respond to advertising
a number of categories are evolving rapidly…
…and this affects consumer expectations from brands and advertising
fairness/
fade creams
anti-ageing
fairness+
sun protection+
blemish removal
serumsbb creams
skin care
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19. differences in brand stature can affect brand
perception and expectations from advertising
brand status can vary significantly by market…
clusters by brand strength for global deodorant brand
cluster 3
chile, france, italy, japan, thailand
cluster 2:
argentina, australia, germany, turkey, uk
cluster 1:
brazil, mexico, poland, south africa, usa
usa
brazil
south africa
poland
argentina
australia
uk
germany
turkey
chile
france
italy
thailand
japan
mexico
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20. advertising diet and media exposure can also affect
response to advertising
a recent regulation in china that bans ads during dramas and movies on tv and
imposes restrictions on ad length…
is leading to ads such as this on tv… …and this on the internet
wrigleys extra
‘sweet, sour, bitter, spicy’
nivea
‘gangnam style’
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21. a simple travel checklist for advertising
• stage of category development
o are the category offerings similar?
o does the message differentiate you from competitors?
• brand stature and meaning
o is your brand in a similar life stage?
o does your brand have the same positioning?
• advertising and media environment
o are there differences in media context? (e.g. ad length)
o is the advertising context similar?
• cultural response to advertising
o does the consumer insight hold true across these markets?
o do these markets fall into the same advertising clusters?
mkt 1 mkt 2 mkt 3
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22. one size fits many?
a d v e r t i s i n g b e y o n d b o r d e r s
special thanks to e cummings
For further information please contact:
SHIV MOULEE
Chief Solutions Officer
Africa & Middle East & Asia Pacific
Millward Brown
Cell +6591299487
Email: Shiv.Moulee@millwardbrown.com