Lidia Lüttin is a digital marketing specialist with expertise and an eye for innovation in global marketing strategy and research and is currently the Chief Marketing Officer of Bynder. Let’s get talking – global brands, automation and marketing to marketers… with Lidia Lüttin.
For global organisations, embracing market diversity, attitudes, and cultural preferences has long since ceased to be a ‘nice to have’ element that sat passively behind the global brand strategy; it is now an essential part of any brand program. The rise of ‘glocal’ (global vs local) campaign preparation and localisation has become the imperative.
At Dell we have built a world class e-commerce and marketing translation program; delivering best in class quality (and value) for our spend. We have a robust Ad Agency – Internal Marketing – Translation workflow, and yet, we (the translation process) still fail to deliver to expectations much more often than we would like.
Online, local relevance is important, but so is the global experience. How do you stay on-brand while enabling meaningful, locally appropriate, market-ready scenarios? Join Paige Williams and Michelle Privat Obermeyer from Microsoft, to learn about Microsoft's new Center of Excellence called Global Readiness. They’ll describe the building blocks for the CoE and share how the corporate marketing team puts these principles to practice when vetting local campaigns for brand and global readiness. They’ll highlight experiences and lessons [...]
