The youth of today, whether they belong to New Delhi in India or Sao Paulo in Brazil, are different and yet similar in many ways. Ashley Benigno, Director, Creative Expression, Global Brand Strategy and Marketing Creation, Nokia – Finland thinks that successful marketing to the youth is a mixture of global and local strategies.
“We are interestingly starting to see the emergence of a global youth because of the internet and mobile, and certain things are resonating independently of where you are,” added Benigno.
So to be relevant and keep running in the game, Benigno believes that marketing ideas and plans should be able to run globally and then one can have relevant activations to tie in with the local reality and bring the brand to life.
Benigno shared his views at the IAA Global Marketing Summit that was held in partnership with exchange4media on September 30, 2013 in Mumbai.
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