Barcelona Conference October 15 & 16, 2015
"It's creativity, stupid" - building content within the North >< South context.
When getting together in Barcelona for our 2015 annual network conference, a roundtable session will be dedicated to the issue of how a global message inspired by Western conceptual heritage should answer conditions prevailing in terms of consumer lifestyles in lesser developed markets.
Indeed, one has to be aware of the fact that consumers looking to reinforce their membership to specific locally relevant market segment, by the same token tend to opt for the credibility and authority global positions confers to a brand. At the end of the day, it often is "...the creativity stupid" that dictates the relevance of advertising content, whether planned globally, locally or 'locally' and implemented across off- or online market channels.
Interpartners has invited famous Spanish creative guru Luis Casadevall to share his experience of Mediterranean creative. During the same roundtable session, GfK research will explain how their Roper Project Lifestyle study project consumer behavior attitudes in 31 countries across 5 continents. Their experience in this specific field is considered a precious guide for advertisers navigating the marketing scene across continents.
(The conference is reserved for network members but a limited number of guests will be invited to participate to the round table session on Thursday October 15, 2015).