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New market, new you? Adapting your brand communications for international expansion

Going after lucrative international markets means brands need to be aware of their positioning. “Think global; act local” has become the mantra for international marketers. Localisation aims to make a product appear to have been created specifically for its target market by adapting not only language, but also other aspects of the brand and marketing communications. So how do you do it right? What can marketers learn from those who didn't get it right the first time?

Download this expert report, in partnership with TranslateMedia, to find out.

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Campaign News

Netflix picks winner of EMEA media review

Netflix selects network following pitches from Dentsu, Omnicom and WPP.

Posted on 22 April 2026 | 3:30 pm

WPP integrates Google Earth AI into WPP Open

Integration follows $400m Google Cloud partnership announced in October.

Posted on 22 April 2026 | 1:55 pm

‘If the world only remembers our World Cup sponsorship, we've failed’: Lenovo’s Fifa play

Jeff Shafer, Lenovo's global exec, on why the tech major doesn't treat FIFA as a media buy. Yes, it’s invested in the most valuable brand real estate on Earth but being just another logo on the pitch would miss the point.

Posted on 22 April 2026 | 12:13 pm

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New market, new you? Adapting your brand communications for international expansion

Topics

Campaign News

Netflix picks winner of EMEA media review

WPP integrates Google Earth AI into WPP Open

‘If the world only remembers our World Cup sponsorship, we've failed’: Lenovo’s Fifa play

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