Panduit is large Multinational company based in the USA. They provide "Physical infrastructure as a strategic foundation to help future proof businesses" Translated? They manufacture and distribute industrial electrical and network equipment.
The issue with large Multinationals such as this is that they often struggle to adapt their brands to local audiences; the brand language that suits the USA, or China, or Europe, may not neccessarily be apt for Australia. But being a large Multinational the brand must still conform with OmniChannel messaging and be controlled by head office.
Tangent were approached to help Panduit Australia create local centric marketing, specifically adapted for our market, whilst still adhering to the strict corporate brand guildelines. This involved creative interpretation of the brief and creating content to appeal to the local market, all the while being careful to stay between the flags of the brand guidelines. It is a tricky space to navigate as Head Office disallows local campaigns if they are seen too be off brand, or taking too many liberties which are counter productive and damaging to the global brand.
In this instance Tangent successfully navigated the landscape, and have created and rolled out campaign collateral and supporting documention across both print and digital channels. The response from Head Office has been 100% receptive, now encouraging Australia to go further in developing more local content now that confidence has been established guidelines are being adhered to, and the campaigns are proven to be more effective in engaging the local audience.