SlideShare ist ein Scribd-Unternehmen logo
1 von 22
Downloaden Sie, um offline zu lesen
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
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
2
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
3
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
4
Transference WITHIN geographies
Global Avg 52%
among emerging markets, africa is quite different
when it comes to advertising…
5
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…
so what can work in africa…?
6
emotional connect
family, community
sunlight ‘bubbles’
so what can work in africa…?
7
happy optimism
important to show positive images
coca-cola ‘crazy for good’
emotional connect
a sense of fun, of drama
so what can work in africa…?
8
simplicity in messaging
firm focus on brand benefit
panadol ‘invisible man’
omo ‘soccer girl’
happy optimism
emotional connect
a sense of fun, of drama
9
yet transference within africa
is only 43%...why?
43%
there are clear cultural differences within africa
10
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
ghana: what works?
11
geisha ‘bath time’
 the importance of family connection and bonding (and
how we bring it to life!)
pepsodent ‘father-son’
ghana: what works?
12
coca-cola ‘with meals’indomie ‘office’
 social moments – around a clear brand benefit and anchor
ghana: what works?
13
sensodyne ‘sensitive’ariel ‘jubilee’
 tonality is important– its not just a product story
nigeria: pride in recognised success, vibrancy
14
 strong sense of pride
 aspirational imagery, a desire for
acknowledged success
 vibrancy matters (local music,
colour)
mtn ‘nigeria’
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
15
what impacts an ad’s ability to travel?
Cultural
Differences
Brand
Heritage in
each market
16
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
17
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
18
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
19
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’
20
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
21
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

Weitere ähnliche Inhalte

Andere mochten auch

Guess it! Language Trainer
Guess it! Language TrainerGuess it! Language Trainer
Guess it! Language TrainerAnke Berns
 
Take Your Brand From Good To Great
Take Your Brand From Good To GreatTake Your Brand From Good To Great
Take Your Brand From Good To GreatKantar
 
Lecture 14 the monetary system
Lecture 14 the monetary systemLecture 14 the monetary system
Lecture 14 the monetary systemGale Pooley
 
22 set dia sense cotxes
22 set dia sense cotxes22 set dia sense cotxes
22 set dia sense cotxesxaviruiz74
 
Academic writing II
Academic writing IIAcademic writing II
Academic writing IIHelen Fallon
 
Tracking at the Crossroads
Tracking at the CrossroadsTracking at the Crossroads
Tracking at the CrossroadsKantar
 
Facebook戦略シート(地域開催分)
Facebook戦略シート(地域開催分)Facebook戦略シート(地域開催分)
Facebook戦略シート(地域開催分)Yuichi Morito
 
Almacenamiento de energia
Almacenamiento de energiaAlmacenamiento de energia
Almacenamiento de energiaVictor Yanez
 
Em que se tornaram estes jovens !
Em que se tornaram estes jovens !Em que se tornaram estes jovens !
Em que se tornaram estes jovens !Umberto Pacheco
 

Andere mochten auch (16)

Products
ProductsProducts
Products
 
Node combo
Node comboNode combo
Node combo
 
590 Chapter 3
590 Chapter 3590 Chapter 3
590 Chapter 3
 
Guess it! Language Trainer
Guess it! Language TrainerGuess it! Language Trainer
Guess it! Language Trainer
 
Take Your Brand From Good To Great
Take Your Brand From Good To GreatTake Your Brand From Good To Great
Take Your Brand From Good To Great
 
Lecture 14 the monetary system
Lecture 14 the monetary systemLecture 14 the monetary system
Lecture 14 the monetary system
 
Aco
AcoAco
Aco
 
18600656 866401020-m10 sp2012
18600656 866401020-m10 sp201218600656 866401020-m10 sp2012
18600656 866401020-m10 sp2012
 
22 set dia sense cotxes
22 set dia sense cotxes22 set dia sense cotxes
22 set dia sense cotxes
 
Text 1-113
Text 1-113Text 1-113
Text 1-113
 
Academic writing II
Academic writing IIAcademic writing II
Academic writing II
 
Tracking at the Crossroads
Tracking at the CrossroadsTracking at the Crossroads
Tracking at the Crossroads
 
Facebook戦略シート(地域開催分)
Facebook戦略シート(地域開催分)Facebook戦略シート(地域開催分)
Facebook戦略シート(地域開催分)
 
Almacenamiento de energia
Almacenamiento de energiaAlmacenamiento de energia
Almacenamiento de energia
 
Em que se tornaram estes jovens !
Em que se tornaram estes jovens !Em que se tornaram estes jovens !
Em que se tornaram estes jovens !
 
18600656 817500724-m08 sp2012
18600656 817500724-m08 sp201218600656 817500724-m08 sp2012
18600656 817500724-m08 sp2012
 

Ähnlich wie Advertising Beyond Borders -Ghana

Honens Proposal Final
Honens Proposal FinalHonens Proposal Final
Honens Proposal FinalMaram Saegh
 
Coaching Toward Multi Cultural Selling Transcript
Coaching Toward Multi Cultural Selling TranscriptCoaching Toward Multi Cultural Selling Transcript
Coaching Toward Multi Cultural Selling TranscriptTom Floyd
 
LEXIA's First Culture Marketing Council 2019 Annual Summit - 12 Takeaways
LEXIA's First Culture Marketing Council 2019 Annual Summit - 12 TakeawaysLEXIA's First Culture Marketing Council 2019 Annual Summit - 12 Takeaways
LEXIA's First Culture Marketing Council 2019 Annual Summit - 12 TakeawaysLEXIA Insights & Solutions
 
Gen Z: 2022 Trends, Analysis and Consumer Insights
Gen Z: 2022 Trends, Analysis and Consumer InsightsGen Z: 2022 Trends, Analysis and Consumer Insights
Gen Z: 2022 Trends, Analysis and Consumer InsightsZeno Group
 
FACE Program Evaluation Report 2015
FACE  Program Evaluation Report 2015FACE  Program Evaluation Report 2015
FACE Program Evaluation Report 2015URGENT, Inc.
 
Running head SOCIAL SCIENTISTS AND ADVERTS1SOCIAL SCI.docx
Running head  SOCIAL SCIENTISTS AND ADVERTS1SOCIAL SCI.docxRunning head  SOCIAL SCIENTISTS AND ADVERTS1SOCIAL SCI.docx
Running head SOCIAL SCIENTISTS AND ADVERTS1SOCIAL SCI.docxSUBHI7
 
Millward Brown Saudi Arabia - Get Your Advertising Right
Millward Brown Saudi Arabia -  Get Your Advertising RightMillward Brown Saudi Arabia -  Get Your Advertising Right
Millward Brown Saudi Arabia - Get Your Advertising RightKantar
 
Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Vanksen
 
El Futuro De Los Medios Masivos
El Futuro De Los Medios MasivosEl Futuro De Los Medios Masivos
El Futuro De Los Medios MasivosNicola Origgi
 
Cross cultural advertising
Cross cultural advertisingCross cultural advertising
Cross cultural advertisingErum22
 
The Death of Marketing as We Know it... by Dr. Hesham Dinana
The Death of Marketing as We Know it... by Dr. Hesham DinanaThe Death of Marketing as We Know it... by Dr. Hesham Dinana
The Death of Marketing as We Know it... by Dr. Hesham DinanaSolving Efeso
 
Nike cb presentation
Nike cb presentationNike cb presentation
Nike cb presentationGautam Shah
 
A New Dawn: Unpacking Generation Z
A New Dawn: Unpacking Generation ZA New Dawn: Unpacking Generation Z
A New Dawn: Unpacking Generation ZJames Croft
 
Multicultural Marketing Industry Survey 2014
Multicultural Marketing Industry Survey 2014Multicultural Marketing Industry Survey 2014
Multicultural Marketing Industry Survey 2014Joinville
 

Ähnlich wie Advertising Beyond Borders -Ghana (20)

Honens Proposal Final
Honens Proposal FinalHonens Proposal Final
Honens Proposal Final
 
Marketing to Teens - 1999
Marketing to Teens - 1999Marketing to Teens - 1999
Marketing to Teens - 1999
 
Coaching Toward Multi Cultural Selling Transcript
Coaching Toward Multi Cultural Selling TranscriptCoaching Toward Multi Cultural Selling Transcript
Coaching Toward Multi Cultural Selling Transcript
 
LEXIA's First Culture Marketing Council 2019 Annual Summit - 12 Takeaways
LEXIA's First Culture Marketing Council 2019 Annual Summit - 12 TakeawaysLEXIA's First Culture Marketing Council 2019 Annual Summit - 12 Takeaways
LEXIA's First Culture Marketing Council 2019 Annual Summit - 12 Takeaways
 
Gen Z: 2022 Trends, Analysis and Consumer Insights
Gen Z: 2022 Trends, Analysis and Consumer InsightsGen Z: 2022 Trends, Analysis and Consumer Insights
Gen Z: 2022 Trends, Analysis and Consumer Insights
 
MMA Mia Kickoff 2017
MMA Mia Kickoff 2017MMA Mia Kickoff 2017
MMA Mia Kickoff 2017
 
FACE Program Evaluation Report 2015
FACE  Program Evaluation Report 2015FACE  Program Evaluation Report 2015
FACE Program Evaluation Report 2015
 
Running head SOCIAL SCIENTISTS AND ADVERTS1SOCIAL SCI.docx
Running head  SOCIAL SCIENTISTS AND ADVERTS1SOCIAL SCI.docxRunning head  SOCIAL SCIENTISTS AND ADVERTS1SOCIAL SCI.docx
Running head SOCIAL SCIENTISTS AND ADVERTS1SOCIAL SCI.docx
 
Millward Brown Saudi Arabia - Get Your Advertising Right
Millward Brown Saudi Arabia -  Get Your Advertising RightMillward Brown Saudi Arabia -  Get Your Advertising Right
Millward Brown Saudi Arabia - Get Your Advertising Right
 
Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...
 
Building Multicultural Momentum and Mindset - Lori Pace, Changing Paces Inter...
Building Multicultural Momentum and Mindset - Lori Pace, Changing Paces Inter...Building Multicultural Momentum and Mindset - Lori Pace, Changing Paces Inter...
Building Multicultural Momentum and Mindset - Lori Pace, Changing Paces Inter...
 
Adinfluent
Adinfluent Adinfluent
Adinfluent
 
El Futuro De Los Medios Masivos
El Futuro De Los Medios MasivosEl Futuro De Los Medios Masivos
El Futuro De Los Medios Masivos
 
Cross cultural advertising
Cross cultural advertisingCross cultural advertising
Cross cultural advertising
 
Bre Rossetti
Bre Rossetti Bre Rossetti
Bre Rossetti
 
The Death of Marketing as We Know it... by Dr. Hesham Dinana
The Death of Marketing as We Know it... by Dr. Hesham DinanaThe Death of Marketing as We Know it... by Dr. Hesham Dinana
The Death of Marketing as We Know it... by Dr. Hesham Dinana
 
Nike cb presentation
Nike cb presentationNike cb presentation
Nike cb presentation
 
Sweet December Expo in Myanmar
Sweet December Expo in MyanmarSweet December Expo in Myanmar
Sweet December Expo in Myanmar
 
A New Dawn: Unpacking Generation Z
A New Dawn: Unpacking Generation ZA New Dawn: Unpacking Generation Z
A New Dawn: Unpacking Generation Z
 
Multicultural Marketing Industry Survey 2014
Multicultural Marketing Industry Survey 2014Multicultural Marketing Industry Survey 2014
Multicultural Marketing Industry Survey 2014
 

Mehr von Kantar

BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...
BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...
BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...Kantar
 
BrandZ™ Top 50 Most Valuable UK Brands 2017
BrandZ™ Top 50 Most Valuable UK Brands 2017BrandZ™ Top 50 Most Valuable UK Brands 2017
BrandZ™ Top 50 Most Valuable UK Brands 2017Kantar
 
The Power of Digital in Brand Building in South Africa
The Power of Digital in Brand Building in South AfricaThe Power of Digital in Brand Building in South Africa
The Power of Digital in Brand Building in South AfricaKantar
 
Keeping Your Cool
Keeping Your CoolKeeping Your Cool
Keeping Your CoolKantar
 
Future of Tracking: Transforming how we do it not what we do
Future of Tracking: Transforming how we do it not what we doFuture of Tracking: Transforming how we do it not what we do
Future of Tracking: Transforming how we do it not what we doKantar
 
Winning with Video in a Multiscreen World
Winning with Video in a Multiscreen WorldWinning with Video in a Multiscreen World
Winning with Video in a Multiscreen WorldKantar
 
AdReaction Gen X, Y and Z - Engaging across generations
AdReaction Gen X, Y and Z - Engaging across generationsAdReaction Gen X, Y and Z - Engaging across generations
AdReaction Gen X, Y and Z - Engaging across generationsKantar
 
The Lifeblood of Luxury Brand Success
The Lifeblood of Luxury Brand SuccessThe Lifeblood of Luxury Brand Success
The Lifeblood of Luxury Brand SuccessKantar
 
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 Years
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 YearsBrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 Years
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 YearsKantar
 
The Power of Corporate Brand from BrandZ
The Power of Corporate Brand from BrandZThe Power of Corporate Brand from BrandZ
The Power of Corporate Brand from BrandZKantar
 
BrandZ Top 100 Most Valuable Chinese Brands 2016
BrandZ Top 100 Most Valuable Chinese Brands 2016BrandZ Top 100 Most Valuable Chinese Brands 2016
BrandZ Top 100 Most Valuable Chinese Brands 2016Kantar
 
#Gettingmediaright With Millward Brown
#Gettingmediaright With Millward Brown#Gettingmediaright With Millward Brown
#Gettingmediaright With Millward BrownKantar
 
THE UK Stars OF 2015’s Christmas Advertising - Infographic
THE UK Stars OF 2015’s Christmas Advertising - InfographicTHE UK Stars OF 2015’s Christmas Advertising - Infographic
THE UK Stars OF 2015’s Christmas Advertising - InfographicKantar
 
Ad Receptivity: An Inconvenient Truth
Ad Receptivity:  An Inconvenient TruthAd Receptivity:  An Inconvenient Truth
Ad Receptivity: An Inconvenient TruthKantar
 
Drive More Brand Spend Into Digital
Drive More Brand Spend Into DigitalDrive More Brand Spend Into Digital
Drive More Brand Spend Into DigitalKantar
 
How Technology And New Platforms Are Changing Brand Communications
How Technology And New Platforms Are Changing Brand CommunicationsHow Technology And New Platforms Are Changing Brand Communications
How Technology And New Platforms Are Changing Brand CommunicationsKantar
 
Is It The Death Or Rebirth Of Digital Advertising?
Is It The Death Or Rebirth Of Digital Advertising?Is It The Death Or Rebirth Of Digital Advertising?
Is It The Death Or Rebirth Of Digital Advertising?Kantar
 
Insights2020: Driving Customer-Centric Business Growth
Insights2020: Driving Customer-Centric Business Growth Insights2020: Driving Customer-Centric Business Growth
Insights2020: Driving Customer-Centric Business Growth Kantar
 
Millward Brown AdReaction: Video Creative in a Digital World Global Report
Millward Brown AdReaction: Video Creative in a Digital World Global ReportMillward Brown AdReaction: Video Creative in a Digital World Global Report
Millward Brown AdReaction: Video Creative in a Digital World Global ReportKantar
 
The top media trends that consumers don’t even know about
The top media trends that consumers don’t even know aboutThe top media trends that consumers don’t even know about
The top media trends that consumers don’t even know aboutKantar
 

Mehr von Kantar (20)

BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...
BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...
BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...
 
BrandZ™ Top 50 Most Valuable UK Brands 2017
BrandZ™ Top 50 Most Valuable UK Brands 2017BrandZ™ Top 50 Most Valuable UK Brands 2017
BrandZ™ Top 50 Most Valuable UK Brands 2017
 
The Power of Digital in Brand Building in South Africa
The Power of Digital in Brand Building in South AfricaThe Power of Digital in Brand Building in South Africa
The Power of Digital in Brand Building in South Africa
 
Keeping Your Cool
Keeping Your CoolKeeping Your Cool
Keeping Your Cool
 
Future of Tracking: Transforming how we do it not what we do
Future of Tracking: Transforming how we do it not what we doFuture of Tracking: Transforming how we do it not what we do
Future of Tracking: Transforming how we do it not what we do
 
Winning with Video in a Multiscreen World
Winning with Video in a Multiscreen WorldWinning with Video in a Multiscreen World
Winning with Video in a Multiscreen World
 
AdReaction Gen X, Y and Z - Engaging across generations
AdReaction Gen X, Y and Z - Engaging across generationsAdReaction Gen X, Y and Z - Engaging across generations
AdReaction Gen X, Y and Z - Engaging across generations
 
The Lifeblood of Luxury Brand Success
The Lifeblood of Luxury Brand SuccessThe Lifeblood of Luxury Brand Success
The Lifeblood of Luxury Brand Success
 
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 Years
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 YearsBrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 Years
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 Years
 
The Power of Corporate Brand from BrandZ
The Power of Corporate Brand from BrandZThe Power of Corporate Brand from BrandZ
The Power of Corporate Brand from BrandZ
 
BrandZ Top 100 Most Valuable Chinese Brands 2016
BrandZ Top 100 Most Valuable Chinese Brands 2016BrandZ Top 100 Most Valuable Chinese Brands 2016
BrandZ Top 100 Most Valuable Chinese Brands 2016
 
#Gettingmediaright With Millward Brown
#Gettingmediaright With Millward Brown#Gettingmediaright With Millward Brown
#Gettingmediaright With Millward Brown
 
THE UK Stars OF 2015’s Christmas Advertising - Infographic
THE UK Stars OF 2015’s Christmas Advertising - InfographicTHE UK Stars OF 2015’s Christmas Advertising - Infographic
THE UK Stars OF 2015’s Christmas Advertising - Infographic
 
Ad Receptivity: An Inconvenient Truth
Ad Receptivity:  An Inconvenient TruthAd Receptivity:  An Inconvenient Truth
Ad Receptivity: An Inconvenient Truth
 
Drive More Brand Spend Into Digital
Drive More Brand Spend Into DigitalDrive More Brand Spend Into Digital
Drive More Brand Spend Into Digital
 
How Technology And New Platforms Are Changing Brand Communications
How Technology And New Platforms Are Changing Brand CommunicationsHow Technology And New Platforms Are Changing Brand Communications
How Technology And New Platforms Are Changing Brand Communications
 
Is It The Death Or Rebirth Of Digital Advertising?
Is It The Death Or Rebirth Of Digital Advertising?Is It The Death Or Rebirth Of Digital Advertising?
Is It The Death Or Rebirth Of Digital Advertising?
 
Insights2020: Driving Customer-Centric Business Growth
Insights2020: Driving Customer-Centric Business Growth Insights2020: Driving Customer-Centric Business Growth
Insights2020: Driving Customer-Centric Business Growth
 
Millward Brown AdReaction: Video Creative in a Digital World Global Report
Millward Brown AdReaction: Video Creative in a Digital World Global ReportMillward Brown AdReaction: Video Creative in a Digital World Global Report
Millward Brown AdReaction: Video Creative in a Digital World Global Report
 
The top media trends that consumers don’t even know about
The top media trends that consumers don’t even know aboutThe top media trends that consumers don’t even know about
The top media trends that consumers don’t even know about
 

Kürzlich hochgeladen

TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 

Kürzlich hochgeladen (20)

TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 

Advertising Beyond Borders -Ghana

  • 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 2
  • 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 3
  • 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 4 Transference WITHIN geographies Global Avg 52%
  • 5. among emerging markets, africa is quite different when it comes to advertising… 5 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…? 6 emotional connect family, community sunlight ‘bubbles’
  • 7. so what can work in africa…? 7 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…? 8 simplicity in messaging firm focus on brand benefit panadol ‘invisible man’ omo ‘soccer girl’ happy optimism emotional connect a sense of fun, of drama
  • 9. 9 yet transference within africa is only 43%...why? 43%
  • 10. there are clear cultural differences within africa 10 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? 11 geisha ‘bath time’  the importance of family connection and bonding (and how we bring it to life!) pepsodent ‘father-son’
  • 12. ghana: what works? 12 coca-cola ‘with meals’indomie ‘office’  social moments – around a clear brand benefit and anchor
  • 13. ghana: what works? 13 sensodyne ‘sensitive’ariel ‘jubilee’  tonality is important– its not just a product story
  • 14. nigeria: pride in recognised success, vibrancy 14  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 15
  • 16. what impacts an ad’s ability to travel? Cultural Differences Brand Heritage in each market 16
  • 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 17
  • 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 18
  • 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 19
  • 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’ 20
  • 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 21
  • 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