Global v. Local Campaigns

The Cannes Lions International Festival of Creativity is a massive annual event, where the world's leading brands, agencies, production companies, and social media networks come together to discuss creative communications and compete for the Lions — 21 awards for the best creative ideas in their field, in categories ranging from “PR” to “Outdoor” to “Film.”TrueLoyal was at Cannes, where we sat down with thought leaders and agency heads and asked them what was on their mind as they observed the changing landscape of creative communications. Over the next three days we will post our three-part series featuring interviews with the world's leading strategic communications agencies, in an effort to bring our readers a piece of this exclusive event.In Part 3, we talk with Adam Clyne, Head of Digital EMEA from Weber Shandwick and Suresh Raj, MD Global Business Development of OgilvyPR, about the importance of local campaigns, even for global brands. From prioritizing images over words to "the phenomenon of selfies," we look at how global brands can tell their stories locally.

Ultimately, all of your communications have got to be local.

--Adam Clyne, Head of Digital EMEA from Weber Shandwick

[Consumers] actually want to tell their own stories... I think that User Generated Content gives them that freedom. You give them a software to play with, and they go and do their own thing.

--Suresh Raj, MD Global Business Development of Ogilvy PR

Missed Part 1 and 2? Check out our video on Data v. Creativity and Physical & Digital.Special thanks to ICCO,The PR Council, PRCA, House of PR, OgilvyPR, Hill & Knowlton, Ketchum and MSL Group.