Page 73 - Globalization News Today

With the Covid-19 pandemic precipitating perhaps the biggest shift to online shopping we’ve ever seen, Carly Price, global head of marketing at Croud, looks at the data. What are online fashion shoppers really looking for in 2021?

The travel industry has been transformed by 18 months of pandemic and lockdowns. Have travelers gone through their own transformation? Jamie Ross-Skinner, insights manager at Tipi Group, looks at the new traveler archetypes for a post-pandemic world.

Remember Madison Avenue? Today, the very idea of advertising agency talent being anchored to one block, one city or even one country is quickly becoming obsolete. The industry has achieved a flexibility like never before. As part of The Drum’s Globalization Deep Dive, we look at what’s working and why.

With the ever-evolving ecosystem of communication channels and a shift to a more experience-driven way of engaging with consumers, brands are facing several complex challenges that put their creative partners into a quandary. As part of The Drum’s Globalization Deep Dive, Tom Gilbert, executive creative director at Design Bridge Shanghai, explains how best to solve these dilemmas.

Great creativity knows no borders, but multiple external forces defining the 2020s have threatened to disrupt how successfully an idea can travel. From the stagnation of the global trade agenda to shifting geopolitical forces, digital and technological progress to concerns over inequality and climate change, the world is inherently riskier and more complicated than ever – and consumers are demanding more from the brands they engage with and buy from.

The pandemic is a global issue, but communication around public health messaging needs to take on a localized approach, as The Drum explores as part of our Globalization Deep Dive.

Dealing with the demands of the new-age connected consumer is getting to be tough – she is vocal on social media and believes her peers and friends more than any advertising or celebrity ambassador. As part of The Drum’s Globalization Deep Dive, Dr Renuka Kamath digs deeper into what marketers do to connect to this complex consumer in a world becoming more globalized.

Each week, we ask agency experts for their advice on real problems facing today’s marketing practitioners. This week, as part of our Deep Dive on globalization and the marketing industry, we ask how agencies should navigate their entry into new regional markets and territories.

When it comes to global domination, Lego has succeeded where other brands have failed. As part of The Drum’s Globalization Deep Dive, we catch up with the brand’s chief product and marketing officer, Julia Goldin, who tells us how it balances creative marketing in local markets, and why a well-planned supply chain is crucial.

As part of The Drum’s Globalization Deep Dive, Cat Hartland, head of The Drum Recommends, shines a spotlight on independent agencies with global capabilities that come rated and recommended by their own clients.