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A Major International Bank needed to understand how its brand is perceived in foreign markets and increase advertising effectiveness

Challenge:  As a result of its growing market share in international markets, a major financial institution engaged The Strategic Counsel to design and execute a quarterly brand and advertising tracker across 12 international markets.

Solution:  The Strategic Counsel designed and implemented a brand and ad tracker that measures key brand health metrics and evaluates the client’s and competitive creative executions.  The Strategic Counsel implements this tracker four times a year and oversees the 12,000 interviews across 12 countries, each with different conditions, cultures, languages and local competitors.

Results:  Our client has made extensive use of the insights and learning from this tracker.   It has developed a detailed evaluation of the effectiveness of different creative executions across these key international markets.  More importantly, it is providing a deeper understanding of how to communicate with the audiences in these 12 different countries in order to maximize the impact of ad budgets.  The development of a database of creative execution performance and application of psychological theories of motivation and engagement have been key in identifying the type of messaging/creative devices that resonate with the various markets.