New tools and technology are helping local creators, innovators and disruptors democratize and shape international culture – but brands will need to move away from thinking in “isms” to win in a global and diverse marketplace.   

That’s according to McCann’s Harjot Singh, who was speaking at a fringe IPG event at the Cannes Lions International Festival of Creativity 2024, and who unveiled the findings of a global study.

Why semantics matter

The centuries-old march of globalism is starting to unravel. Singh argues that the problem with “globalisation”, like many forms of “-isations”, is about “asserting one’s point of view, around one type of audience and references and exporting it with the belief that it’s going to work.”

According to a McCann Global Truth study, 92% believe that brands need to be deployed in ways that respect local culture.

Reframe as “deep globality” instead

Instead, Singh proposes an alternative recipe for brand success called “deep globality,” which comes from a place of empathy, understanding, and intelligence.

McCann defines deep globality as the awareness of and efforts to thoughtfully spread a brand, idea, or movement in a multi-market capacity while actively enriching the receiving culture.

Culture-first creativity

Thinking “culture-first” also challenges how the industry defines creativity. In a panel, The Times of India Group’s Partha Sinha noted how creativity, especially in Asian markets, is less about “something new” and more about “being meaningful,” particularly when deployed in an otherwise impossible social or economic situation.

Celebrate cultural affluence

Culture-first marketing is now table stakes for global brand-building. It is especially pronounced in Asia, which has 60% of the global population and is a melting pot of ethnicities.

According to McCann’s Truth about Ascending Asia study, 67% of Asians describe the region as a culture; 92% of people in Asia regard its cultural diversity – like its traditions, history, food, and music – as its greatest source of wealth, pointing to a deep reserve of cultural capital for brands to tap into.

Marketers should consider how to “take more inspiration from the deep cultural influence of Asia to augment the collective global experience”, said Shilpa Sinha, APAC chief strategy officer at McCann Worldgroup.

Rica Facundo, reporting at Cannes Lions 2024

Credit: WARC