Communicate
Harness the power of local cultural trends.
Improve creative effectiveness in local markets.
Keeping up with cultural trends and ensuring your brand resonates with local audiences in an authentic and appropriate way, can be complex and fraught with challenges.
Supercharge your brand communications with our Communicate Product, and gain current insight into cultural trends which will ensure you are relevant in every market.
Benefits
- Orchestrate a campaign with ease: craft a campaign for each market that is relevant and optimised for success
- Root your narrative in local reality: create impactful messaging for each market which demonstrates a unique depth of understanding
- Inspire the entire creative process: provide insights to enable the best possible creative outputs – all with your audiences’ market nuances at the heart
Risks Avoided
- Misaligned campaigns: is the creative strategy, creative direction and channel plan all in tune with every market?
- Uninspired briefs: great campaigns start with a great brief. Bland and potentially inaccurate information can set a campaign up for failure
- Lack of emotional connection: insights that enable a brand to tell an emotive story, which connects and inspire their audience is gold dust
Insights included in Communicate:
Culture
- Cultural drivers
- Frictions & tensions
- Cultural moments
Consumer
- Lifestyles, trends & shifts (zeitgeist)
- Causes & macro forces
Advertising
- Creativity
- Lay-of-the-land
- Best campaigns
- Advertising trends
- Creative Strategy
- Good practices & mechanics
- Emerging media
- Creative and art direction (influences, visual style)
- Tonality (incl use of humour)
- Material
- Images and icons
- Spaces and objects
- Design & visual style
- Fashion
- People/Casting
Advertising regulation
Competition
- Messaging
- Campaigns & activations
Conclusion
- Themes
- Barriers & red flags
- Opportunities
- Creative & communications considerations
Who is it for?
Communicate provides the latest cultural insights for each local market, to help brand and marketing teams develop relevant and effective in-market communications.
Other Local Insight Products:
Explore
Expand globally by planning with local evidence.
Local market insights to ensure you have the information you need to make the best decisions for your brand.
Belong
Impact through empathy.
Put your brand's core purpose at the heart of your communications, and gain a deeper connection with your local target audience.
Validate
Your last mile safety net for global campaigns.
Check your creative concepts will work in-market, and pick up on any cultural red flags before campaigns go live!
FREEDMAN INSIGHTS
Our Methodology
Our Global Talent Community
Sourcing talent from our global community of 350+ in-market experts in 95 countries, we recruit the experts to deliver bespoke insights for our clients, chosen based on their specialism from planners, linguists and researchers, we get the right people to deliver invaluable insight.
Global Consumer & Market Data
We leverage access to Statista resulting in Global Consumer Surveys across 55 countries and 60k respondents, market intelligence covering 1m statistics on more than 80,000 topics from more than 22,500 sources and 170 different industries.
Local Consumer Research
Primary research with direct access to consumers in any market. Working with external recruitment & research partners we conduct focus groups, in-depth interviews or qualitative & quantitative surveys to discover the necessary insights.
