Translating global brand strategy into culturally relevant CEE creative

THE CHALLENGE

How do you make a global beauty brand feel culturally relevant in its main market, Poland, while creating a platform that can also work across additional CEE markets?

THE STRATEGIC ROLE

The global brand direction provided the framework.

Together with Strategy, we translated it into communication rooted in the Polish cultural context, while keeping the overarching brand idea relevant for additional markets in the region.

THE CREATIVE PROCESS

Global strategy

↓

Polish cultural context

↓

Main message

↓

Creative messaging

↓

Polish creative development

↓

Regional localisation

↓

Social / creators / digital / experiences

The Polish market was the primary creative development market, with the resulting platform and communication subsequently adapted for the Baltic markets.

The work lived across paid, earned and owned channels, maintaining strategic consistency while allowing the communication to be locally relevant.

MY ROLE

Head of Creative / Creative Leadership

I worked with Strategy to challenge and validate the creative implications of the strategic direction, help shape the main messaging, and then worked with the creative team to develop the creative concepts and executions for the Polish market.

I also helped ensure that the resulting creative platform remained connected to the overarching brand strategy as it was adapted for additional CEE markets.