Freedman Talks: Marie Bonin on cultural consultation

Firstly, what do Freedman do for this leading online recruitment company?

Put simply, we are their global implementation agency. As with all of our clients, we investigate the general perception of imagery and creative concepts for their global campaigns across the target markets. We provide recommendations and highlight any red flags or cultural sensitivities that could be specific to the markets in question.

What made this campaign so different from Freedman’s previous work for this recruitment company?

Before, when they provided a brief, the response would often be very top-line. However, for this latest campaign, they wanted to make the most of our expertise. They asked us to provide strategic advice on the assets for the Emerging Markets Toolkit and to provide as much insight as possible into the rationale behind our recommendations for each target market.

How did this change our ways of working?

To rise to the challenge, we took a deep-dive into their global markets, asking our in-market creatives and broadcast team lots of highly relevant questions about their asset recommendations. We put their expertise to the test, challenging them to back up their answers with in-depth rationale, whether it be about conceptual, visual or linguistic issues.

We also added a new layer to the cultural consultation process. Our teams compared the market findings for the individual markets, like France and Italy, to discover a global thread that connected them all. By discovering this thread, the online recruitment company were able to use the same script (TV or radio for example) across the global markets, helping them to save money.

Were there any challenges in implementing this new process?

This process required more time, however, it meant we could provide high-quality cultural consultation briefings and review calls. Also, we were able to deliver a meaty executive summary, which allowed the online recruitment company to read and fully understand all of our individual market insights, and our thinking behind the global common thread.

Finally, was everyone happy with the result?

It was an all-round success! The leading online recruitment company were really happy and found the briefing and review calls particularly helpful, saying: ‘everyone enjoyed it over here. It feels really great to work collaboratively with local market experts from the ground up. We are very much looking forward to the regroups.” As for me, I’m very excited to be optimising processes and ways of working with this client to always ensure we produce and deliver the best quality of work that we can be proud of.

Our work with this leading online recruitment company proves that there’s no one-size-fits-all solution to global implementation; the approach should always be agile. If you’d like to know more about our ways of working, please feel free to get in touch.