Winning Gold at The Drum Awards for Agency Business in the Service or Business Innovation category is Locaria. Here’s how, in its own words, it redefined its approach to media planning for global campaigns.
There are leaks in the pipe between media planning and multimarket activations: losses of efficiency that are only becoming more apparent as Western economies struggle to maintain growth while emerging markets such as China, India, and those of Southeast Asia continue to gain prominence.
This puts a new onus on ambitious brands to create content for ever more disparate audiences, requiring adaptation into an increasingly diverse set of languages.
That increased output has meant that inefficiencies in multilingual campaigns have become easier to pinpoint. These ‘leaks in the pipe’ have manifested as omnichannel inconsistencies, hours wasted on brand adherence quality checks, and a mismatch in quality and performance between markets.
The objective
Traditionally, our services at Locaria have …