Initiatives noticed by staff of the group

July 1, there was crowd for the opening of the Motor Village "concept store" of the Fiat Group (Abarth, Alfa Romeo, Fiat, Jeep, Lancia and Maserati) on the Champs-Elysées. This "flagship store" is the evidence that, despite globalization, brands know locally express their creativity. Difficult yet with cross-border models on five continents to reconcile national contexts and brand identity.

Vincent Léorat, Managing Director of DDB, long in charge of Audi for the France budget, now responsible for the Mini ad in the hexagon "In automotive advertising, there is pendulum movements, modes", analysis. "When working with a brand, we must respect international guidance related to the placement of the manufacturer and, at the same time, we have a real local flexibility." The "glocal", is a little between the two. "It would therefore advertisements thoughts by the international, but adapted to the national plan, as is the case of the Mini this fall with the launch of the Countryman model. The images used by DDB in the campaign in France come from a global image bank: the graphic Charter of the black background with color frames corresponds to global guidelines.

Proximity and community

No room for manoeuvre on this side there, or from the concept expressed by the slogan "get away": "get out of the city, made the wall. However, when the Agency understood that the most original to the French public was positioned as the first Mini Countryman with five real places, she chose all build on this hook, without simply translate three words. "This"insight"and creations resulting, in display or on the Web, such game in conjunction with Facebook Connect that randomly chose 4 friends in your address book to populate the Mini were made locally."

Vision of Korean Kia: during the launch of the Soul, in 2008, team marketing and communications France has created a virtual more than 60,000 members recruited community with a small viral film; or at the time of the launch of the Kia Picanto, a partnership was established with the dating Meetic site. Initiatives noticed by staff of the group. "We have an entity, Kia Buzz, which traced the best practices of the subsidiaries, noted Luis Miguel Rojo y Pinto, Director of marketing France.". Ideas born in France are the path to Europe.

Among builders who walk, exit the ideology and the systematization, place the Exchange and pragmatism. Long, Audi did not entrusted, unlike Peugeot (Euro RSCG) or Renault (Publicis), its communication to a large network identified, but to different agencies, grouped in the Audi Agency Network. They were in competition with each launch. But today, the bulk of the creation is done in Germany. The recent launch of the A1 was flown from the European headquarters.

Marketing and networking

In times of crisis, the temptation is great for global brands of unified messages. "Having international guidelines, it is very well, noted Luis Miguel Rojo y Pinto, but this does not prevent to adapt a message to the local objectives." He knows whereof he speaks: the Korean brand sales rose 30 in France in two years. Promotion on the place of sale, direct marketing or channel of social networks would be better locally. So Internet sounding boards and is less globalized than traditional advertising. "On the Web, the Koreans have to read lots of text, the French want to especially photos and a line of explanation," concludes the representative of Kia France. It seems necessary to create interactive campaigns on local practices, partnerships, co-branding. A clear international vision can deploy in the field with success, if it respects the borders!