Benchmark: Global and local brand consistency

 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.