Benchmark: Global and local brand consistency
Marketing Organisation & Strategy
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WFA member benchmark on centralising marketing assets and resources into a singular platform
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A member of WFA's CMO Forum is exploring the ways in which they might achieve consistency with global creative platforms (with internal colleagues and external partners)
The benchmark found that most have a clear strategy for maintaining consistency - communicated via guidelines and clear governance - which enables local market adaptation.
The majority have consistent support in terms of the same global agency but fewer felt they have clear governance in place to support those partners.
WFA members can download the full report below.