The European Association of Communication Agencies (EACA) will welcome Creative Culture CEO Mélanie Chevalier and Non-Executive Director Paul Duncanson to their national associations meeting in Brussels on 16th October.
In its leadership role for advertising and communications agencies in Europe, the EACA regularly focuses on key issues confronting the industry and offers thought leadership and new ideas to promote sector and member development and growth.
With this in mind, Creative Culture will be leading the discussion on ‘What it takes to compete for (and win) international accounts’, illustrating with case study examples and offering solutions for agencies to become more competitive during international pitches. This involves using tailored and bespoke local market intelligence and insight and delivering executions in local language for the most effective results for their clients – both current and prospective.
Key to the discussion will be to challenge the preconceived idea that you need to be part of a network to compete for and win large international accounts. On the contrary, Mélanie and Paul will demonstrate the many ways smaller agencies can prove to be more agile, flexible, bespoke and efficient than large networks.
This EACA meeting is part of the thought leadership programme centred on cross-cultural communications that Creative Culture is championing. Other initiatives include the new series of Breakfast Roundtables – informal discussions that focus on communicating in individual markets – and the launch of the Advisory Board, comprised of senior leaders from marketing and communications, business management, digital economy, academia and cultural consulting. All members share a passion for making communication across cultures and markets more relevant, understandable and clear, and to provide industry leadership with innovative discussion and engagement.
The EACA represents more than 2,500 communications agencies and agency associations from nearly 30 European countries that directly employ more than 120,000 people. EACA members include advertising, media, digital, branding and PR agencies.
On 6 September 2018, Creative Culture participated in the Corporate Content Conference, a Communicate Magazine event set up to illustrate best practice in the areas of content creation, corporate storytelling and internal and external communications.
The event featured leading industry speakers, including our very own Founder and Director, Mélanie Chevalier, who presented alongside Meher Mumtaz, Global Brand Strategy Director of Western Union. In the presentation, Meher highlighted Western Union’s current challenges and aspirations at a global level, and their transition away from Translation towards Creative Culture’s Transcreation.
By showcasing various multi-layered Transcreation examples from our collaboration with Western Union, Mélanie drove home the real impact that professional Transcreation can have on a brand’s international success.
We are greatly thankful for the knowledge that we acquired from this event, and hope we also shared some knowledge on the Transcreation and Cultural Services industry.
Talking about localisation… Although the 2018 FIFA World Cup has yet to begin, the event has already been filled with controversy. Tournament host Russia’s support of Syria, allegations of the use of nerve agents in the UK, and issues surrounding the LGBTQ+ community and racism have all contributed to Western brands’ reluctance to sponsor this year’s tournament. Notably, brands such as Sony, Johnson & Johnson, Emirates and Continental, who have all been previous sponsors have chosen not to renew their sponsorships this year, resulting in Chinese brands such as Alibaba and Hisense taking their place. Despite these issues, the tournament still presents a huge opportunity for marketers and brands – and we’re putting the spotlight on just a few.
As the new official beer of the England football team, Budweiser has created ‘The Bud Bot’, a chatbot designed to improve fan’s experience. It offers home deliveries of Budweiser and a platform which fans can use to vote for the ’Man of the Match’. There will also be a ‘Bud Boat’ on the river Thames, which will host parties and screen matches for fans back in England. In reaction to some of the issues in Russia, Budweiser also released a statement which outlined that it does not endorse any government policy and emphasises the world's shared passion for football.
Iceland’s international football profile was heightened by their success in the UEFA Euro 2016 tournament when they beat England to reach the quarter-finals. To mark the success – which made Iceland the smallest nation to qualify for the World Cup – airline Icelandair has launched their ‘Team Iceland Stopover’ campaign, which will offer activities to any Icelandair passenger who books a stop-over in the country during the tournament. Activities include relaxing in geothermal baths, participating in a training class with Icelandic midfielder Bikir Bjarnason, or learning the team’s famous football chant.
Visa has partnered with Zlatan Ibrahimovic to produce a campaign entitled ‘Visa’s Ultimate FIFA World Cup FOMO’. Despite no longer playing international football for Sweden, the campaign sees the player at a press conference, vowing to qualify for the competition on his own. Visa will be using the event to showcase some of its future payment services products by handing out 6,500 payment rings, 30,000 payment bands and commemorative prepaid cards.
By Edward LeBoutillier