Adapt Your Brand to Local Circumstances
P&G Marketing & Advertising Workshop
P&G believes in consumer centric communication in order to build strong brands locally. However, because consumers are not the same across the world, P&G wanted to understand how to craft communication that is locally relevant to Iranian consumers. Hence the overall question was “What are the keys to great Iranian advertising?”
- Which insights connect with the consumer?
- Which ways the brand benefit is best shown?
- Which creative tools and executional elements resonate with consumers?
This required thorough understanding of the local consumer and the landscape of advertising in Iran.