SERVICES / MULTI-MARKET LOCALISATION
Multi-market localisation
We help central and local teams adapt brands, messaging, campaigns, content and experiences for different markets without losing the idea holding them together.
The work may involve entering a new market, adapting a central campaign or fixing a brand system that is not working consistently across countries. We establish what should remain fixed, what needs to change and how that direction should be carried into local delivery.
What we help with
01
Localisation strategy and planning
Localisation works better when it is considered before the final files arrive.
We establish the role of each market, the decisions that should remain central and the areas where local teams need room to respond. This creates a practical framework for adapting the brand, communications and customer experience.
02
Audience and market understanding
An audience in one country may recognise the same need but describe it differently, trust different sources or respond to different reasons for choosing.
We review the available customer and market evidence, identify the questions that still need answering and build those differences into the local approach.
03
Brand and messaging localisation
Consistency does not mean using exactly the same words everywhere.
We adapt propositions, narratives, messages and tone of voice so they make sense locally while remaining recognisable as part of the same brand. Where the existing brand system does not explain how to handle different markets, we help define the rules.
04
Campaign and content adaptation
A central campaign idea may be strong, but individual headlines, formats, references and calls to action may not work in every location.
We adapt campaign messaging, creative, content and channel plans around local audiences and market conditions. That can include transcreation, local content development and production-ready assets.
05
Market entry communications
Entering a new market creates connected questions about positioning, audience, messaging, channels and launch.
We work with the Communications Strategy and Marketing teams to define how the offer should be introduced, what needs explaining and how activity should build across the launch period.
06
Multi-market coordination and delivery
International programmes often involve central teams, local teams, agencies, suppliers and approval processes moving at different speeds.
We create a shared framework, clear briefs and a workable delivery process so each market understands what can change, what cannot and who is responsible for each decision.
What the work can include
Depending on the brief:
Every engagement is scoped around the markets, audiences and materials involved. We use the research, local knowledge and existing work already available before recommending further activity.
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Market and audience research
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Central and local stakeholder workshops
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Market prioritisation
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Localisation strategy and frameworks
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Brand and messaging adaptation
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Tone-of-voice adaptation
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Campaign and content localisation
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Local channel and content planning
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Creative adaptation and production
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Rollout planning and quality review
Selected
multi-market work
Orascom Hotel Management Turkish AUDIENCE GO TO MARKET
El Gouna had an established international brand, but entering the Turkish market meant understanding how Turkish travellers discover, evaluate and choose destinations differently.
We developed the localisation strategy around those behaviours, adapting audience targeting, messaging, creative, media and digital journeys for the market while keeping the wider El Gouna brand consistent. The work gave Orascom Hotels Management a locally relevant way to introduce the destination without rebuilding the brand for each new audience.
Meta XR Academy
Meta was launching an academy with Koç University and the Turkish government to introduce young people to augmented and virtual reality.
We clarified the messaging, created the brand system and carried the communications across the launch experience, landing pages, CRM, social content and physical event materials. Following the initial launch in Türkiye, the work was adapted for three more European markets.
Central direction with local understanding
Magnetic has teams in London and Istanbul, giving us practical experience of work that needs to cross languages, cultures and markets.
Our strategists work directly with the designers, writers, marketers, digital teams and producers delivering the response. This helps us test the central idea against the details that determine whether it will work locally.
For larger programmes, we can also work with existing client teams, local agencies and specialist partners. Responsibilities and approval routes are agreed at the beginning, so local knowledge can shape the work without losing control of the wider brand.