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Martin

Martin Karaffa

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.

about

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.

Honours and Awards 

  • FRSA (Fellow of the Royal Society of Arts, Sciences and Manufactures, London)
  • 2021 Grand Jury Member, AME
  • Atticus Award for Original Published Thinking, WPP 2004
  • Gold/Silver: 2004 Asian Brand Marketing Effectiveness Awards
  • Best of Category (Automotive): Australian Television Awards 1987 and 1993
  • Gold: New York Festivals 1987
  • Diplome: Cannes Festival International du Film Publicitaire 1985
  • Silver: Hollywood Film & Television Society 1985

Expert in

Sales, marketing and advertising, Branding, Culture change and transition

Industry

Government and Supranational, Marketing and Consumer Goods, FMCG, Automotive & Mobility, Entertainment and Media, Alcoholic Beverages, Tech

Certifications

Intercultural Management, Organisational Culture

Worked and lived in

USA, Germany, Japan, Australia

Languages

English, German

Travels from

Germany

Martin is a class act. He has wisdom, vision, fascination and rigour. An understanding that spans markets and cultures about what makes brands and categories tick. A toolbox that spans Semiotic analysis to Hofstede models. Working with him has always proved a great laugh and a constant education.

Richard Swaab, Deputy Chairman, BBDO EMEA/AMV BBDO

Using his exposure and wealth of knowledge, Martin has repeatedly built effective strategies with a long term outlook which gives clients a sustainable base from which to build their business and are applicable to markets around the world. He combines a strong business sensibility with an ethical approach, a rare talent which has won him the respect of his colleagues from across the globe. It's a privilege and real pleasure to work with Martin

Veejay Vasnaani, Head of Publicis Emil, India