TWM 169: Why Successful Global Campaigns Depend on Local Market Intelligence w/ Melanie Chevalier

(Length: 32 minutes)

This episode was sponsored by the Globalization and Localization Association (GALA).


Melanie Chevalier is the Founder & CEO at Creative Culture, a cross-cultural marketing & advertising consultancy based in London, U.K. With more than 15 years of industry experience in cross-cultural communications, she helps international brands and agencies successfully roll out their creative concepts and campaigns across borders.

Originally from France, Melanie has a background in foreign languages, marketing, advertising and economics. She started out her career as an Account Director at Textappeal, another London-based cross-cultural agency. In 2008, she launched her own consultancy, Creative Culture, which provides local market insights, cultural consulting, copy adaptation, copywriting, and brand positioning, among many other services.

Today, Melanie and her team at Creative Culture engage with a global network of about 2,000 experts in over 100 countries, and work with global brands such as Astor, Cointreau, Johnson & Johnson, L’Oréal Luxe, Maserati, Nokia, Orange, P&G, Rémy Martin, Sanofi, and Sony.

On this episode, Melanie shares a lot of valuable insights on why in-country market intelligence is so crucial for the success of her client projects. Catch the conversation!




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