When it comes to ad campaigns, global efforts aren’t one-size-fits-all—what resonates in one location might not on the other side of the world. This is where global and local efforts, or glocalization, comes in.
Bo Kim, advisory principal for Beauty Europe at Gartner For Marketers, talks about Lancôme’s glocalization success on their Idôle perfume launch, thanks in part to both worldwide marketing efforts, and France-tailored localization.
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