The brand is established elsewhere but unknown in the new market.
Entering a new market
Do not just translate the campaign. Translate the reason to care.
A brand that works elsewhere does not automatically land in a new international market. The job is to adapt audience, message and execution without creating a disconnected local identity.
Recognise any of these?
Local teams need freedom without creating a different brand.
Acquisition, credibility and awareness all need to happen quickly.
How we’d approach it
Solve this problem. Not every problem.
01
Understand the local barrier
Awareness, trust, proposition, competition and channel behaviour may differ from the home market.
02
Keep the central brand truth
Do not reinvent what already works simply to make the campaign feel local.
03
Adapt message and creative
Language, proof, offers, formats and cultural cues change where they genuinely need to.
Relevant work & case studies
Similar challenge. Different client.
More around this challenge
More proof, without sending you back to the start.
These are additional Work and Case Studies selected around entering a new market.
Questions we get asked
Straight answers before the first call.
If the useful answer is “it depends”, we’ll explain what it depends on.
How do you adapt a brand for a new market?
We protect what makes the brand recognisable and adapt only what needs to be locally relevant: the message and the creative, not the central brand truth.
How do local teams get freedom without creating a different brand?
By agreeing the central brand truth and what can flex, so local teams have room to adapt without drifting into a different identity.
What if the brand is unknown in the new market?
Then we start by understanding the local barrier. The message is built around the reason to care, not a straight translation of the existing campaign.