The challenge
Eleven markets, eleven marketing teams, and eleven versions of the brand that had drifted apart over six years. Head office wanted consistency. The markets wanted autonomy. Both were right, which is why nobody had solved it.
Every new market launch started from a blank page and took four months.
What we did
We separated the parts that must not vary from the parts that should. The strategic platform, the type, the grid and the photographic direction are fixed. Tone, casting, channel mix and campaign concept are local, inside a written brief.
- One platform, eleven localisations, no re-designs
- A component library each market builds from
- A launch playbook that cut set-up from months to weeks
- Quarterly cross-market reviews, so learning travels
The outcome
The twelfth market launched in five weeks using the playbook and nothing from us. Brand tracking is up in nine of the eleven original markets, and the two that are flat are the two that had the strongest local brand to begin with.
Consistency stopped being a compliance exercise and started being the cheaper option.
Netspire: one story, told the same way in eleven markets.
Netspire had eleven country teams and eleven different brands. We wrote one strategic platform, then built the toolkit that let each market localise it without redesigning it.
