Faaez Samadi
Mar 16, 2018

Localisation of marketing is harder than brands may think: Space Doctors CEO

Saying you understand local culture means going way beyond the social media buzz of the day, advises Fiona McNae of culture and semiotics insight firm Space Doctors.

Careful planning and deep analysis are the most effective ways to use culture to a brand’s advantage, particularly in Asia, according to Fiona McNae, CEO of cultural and semiotics insight firm Space Doctors.

Speaking to Campaign Asia-Pacific in Singapore, McNae said the great diversity across the continent means brands have to pay careful attention to cultural nuances and tweak their messaging accordingly to ensure it resonates in the way they want.

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