Marty helps brands harness the power of culture to develop global strategy, and to localize effectively. With a history as a global planning director for some of the world's largest agencies, he equips brands with the tools they need to thrive in diverse cultural environments.
Marty helps brands harness the power of culture to develop global strategy, and to localize effectively.
With a history as a global planning director for agencies such as BBDO and J. Walter Thompson, he knows firsthand how understanding cultural forces can make or break brand strategy. Now, as an independent consultant and Associate Partner at Hofstede Insights, he equips brands with the tools they need to thrive in diverse cultural environments.
Here's how he can help:
Do you find your current sources of cultural insight piecemeal and superficial? The Hofstede Insights framework for consumer insight brings order to the chaos of mixed and misunderstood signals and uncovers true long-term cultural dynamics.
Does qualitative research yield conflicting results across the globe? After living and working in many markets, Marty has developed procedures and protocols to manage qualitative. The approach focuses on semiotics, visual imagery, and projective techniques.
Are your digital channels under-performing? Online behaviour is highly culture-specific, and often proves the key to successful digital transformation. As well, Marty brings classic account planning tools to your assignment or new business pitch; funnel analysis, semiotic decoding, competitive analysis, customer journeys.
Both as consumers and human beings, our cultural beliefs drive us. They tell us what's good and bad, what we value, and guide our emotional instincts. Marty helps marketers bring depth and clarity to culture. For global brands, he lays a cornerstone of best practice.
Sales, marketing and advertising, Branding, Culture change and transition
Government and Supranational, Marketing and Consumer Goods, FMCG, Automotive & Mobility, Entertainment and Media, Alcoholic Beverages, Tech
Intercultural Management, Organisational Culture
Worked and lived in
USA, Germany, Japan, Australia