Organised by Creative Culture
This webinar will highlight that local cultural insights are a vital part of the innovation process and are key to it's success globally.
Innovation is a key component of any organisation at various points of their life cycle to remain relevant in the long-term, whether they are looking to further engage current customers or reach new audiences.
But in a global and cross-cultural environment, this isn’t an easy feat. Companies might come up with a great product concept that answers needs in their core/ home market, but how can they ensure:
- It resonates in other countries?
- It fulfils a real need locally?
- It aligns to local customers’ expectations?
- They understand their local audiences and behaviours in the first place?
- And if not, how do they approach said innovation or strategy in a different light?
These answers are all found in granular cultural insights and understanding, which are too often overseen. In a world where tech and digital are dominant, brand owners are overwhelmed with data and have forgotten how to truly read and understand the human dimension of people and audiences. Without this level of cross-cultural understanding, companies take the risk of aborting a project and long-tail of investment when it could have been a viable project in the first place.
Our Panellists:
- Amy Steinmetz - Managing Director @ The Otherly - "As the Managing Director of The Otherly – Amy is responsible for the ‘otherly’ branding and innovation work that the agency delivers. She has been working in the creative field for almost 20 years, yet she still shows up with the passion and energy of a wide-eyed strategist on their first day. Throughout those years, Amy has served as a leader of teams behind the strategy, visual identity, and innovation pipeline for many global brands such as Jim Beam, Milka, Pringles, and been a key driving force behind the innovation ambitions of Beam Suntory, Nomad Foods, and Heineken. With the experience of more than 100 new product launches, she has a keen eye on how to identify opportunities and manifest winning solutions"
- Jan Liska - Global Patient Strategy @ Sanofi - "Jan is a holistic expert in customer centricity with multi-cultural marketing, behavioural science, and insight & analytics background. His visionary, result-driven and pragmatic approach to business has created value and sustainable innovation for customers and brands in complex, global, multi-stakeholder environments for nearly 20 years."
- Miriam Faber - UK Head of Marketing @ META - "Over the last 17 years I have delivered award winning content marketing – integrating teams, experiences and technology – to engage people in an authentic and credible voice. At Meta we are passionate about helping brands, businesses, Influencers and agencies understand the ways in which Meta can help them achieve their core objectives, and we are constantly looking for new ways to inspire, educate and grow the industry."
- globalmarketing
- culturalinsights
- culture
- innovation
- business