Welcome!

News Feed Item

MediaCom unveils new Cultural Connections partnership with world-renowned Hofstede Centre

New data will give multinational brands the insights and strategies to leverage cultural traits to improve the effectiveness of their marketing around the world

LONDON and NEW YORK, Feb. 18, 2016 /PRNewswire/ -- MediaCom, the global media agency network, has formed a unique, long-term partnership with The Hofstede Centre, the premier global centre for cross-cultural research and its parent company ITIM International.

MediaCom USA - New York, NY.

This partnership will see MediaCom and The Hofstede Centre working together to update the ground-breaking research carried out by renowned Dutch social psychologist and the father of scientific cross-cultural analysis, Dr Geert Hofstede. Hofstede's theories, first published in 1980, are the most commonly used and cited models of national culture.

This update will be the largest study of its kind, surveying over 60,000 consumers across 52 countries in partnership with Lightspeed GMI, part of Kantar Worldwide, the data investment management arm of WPP.  For the first time ever, the updated results will reflect the impact of a multi-platform digital world.

The partnership will give multinational advertisers exclusive insights on how different cultures and countries respond in different ways to content and media – relevant at a time when brands are increasingly needing to get the balance right between global efficiency and local effectiveness. Results of the study will equip advertisers with the necessary tools to better understand "what works where", offering them the following benefits:

  • How to identify market clusters, or archetypes, where similar creative and content approaches are likely to work, helping to enable pre-testing programmes to incorporate common cultural sensitivities as well as geographical boundaries.
  • How to leverage cultural understanding to create guidance on how brand spokespeople should be used in different markets, thus helping with both the selection of endorsers, and the media strategy and message tonality in different markets.
  • Better strategic insight into the launch needs for new products, for example, in markets with a strong aversion to uncertainty and change – and therefore trial – such as Japan or Russia.
  • More relevant and effective cultural training and guidelines for global or regional executives who manage multinational teams or collaborate with international colleagues across different markets.
  • Smarter global mobility processes by enabling companies to identify where employee transfers are more likely to work or where staff will need additional training to adapt faster.

Once complete, the updated Hofstede dataset will represent the most comprehensive cross-cultural project ever devoted to national culture, with MediaCom owning the exclusive rights to apply the new data in the field of marketing communications.

The first set of data is expected to be published in May 2016, and will subsequently be incorporated into MediaCom's bespoke planning process and tools. 

The Hofstede Centre and parent company, ITIM International, will continue to develop practical applications for the new dataset in the field of intercultural management and cooperation.

Pinaki Dutt, Global Head of Applied Connected Intelligence, will lead the project for MediaCom, working closely with Professor Michael Minkov, a key collaborator with Dr Hofstede for many years, and Bob Waisfisz, managing partner of The Hofstede Centre.  Professor Minkov will lead the academic side of the project, including questionnaire design and the data analysis needed to identify the key drivers of national culture.

"Brands are increasingly looking to move messages and strategies from one market to another. The problem is that what works in one place doesn't always translate and the issue is not often language, but culture. The new Cultural Connections study will give us the tools to predict those successes and direct the process from the start of message development, identifying how they need to be changed to make them more effective in our clients' key markets. We'll also be able to compare the cultural parameters within individual countries, rather than having one national index, allowing for more sophisticated applications," said Pinaki Dutt.

"This project will help us develop a better, more up-to-date understanding of the influence of culture on communication and management practice. The study of cultural impact has become precise and powerful, and the new data from this project will further enhance our ability to develop practical applications for businesses operating in an increasingly global environment," said Professor Michael Minkov.

To find out more, please visit www.mediacom.com/hofstede

About Geert Hofstede

Geert Hofstede is a Dutch mechanical engineer and social psychologist. Since the publication of his book "Culture's Consequences" (1980, new edition 2001), he has been considered a founder of comparative intercultural research. Hofstede's theories are used worldwide and his model is still the most commonly used of national culture, taught at nearly all international business schools across the globe and preferred by most cross-cultural consultants.

About MediaCom

MediaCom is the "The Content + Connections Agency", working on behalf of its clients to leverage their brands' entire system of communications across paid, owned and earned channels to step change their business outcomes.  One of the world's leading media communications specialists, with billings exceeding US$33 billion (Source: RECMA 2015), MediaCom employs 6,500 people in 125 offices across 100 countries around the globe. Its client roster includes P&G, VW Group, Dell and Universal. For more information, visit www.mediacom.com and follow us on Twitter @mediacomglobal and LinkedIn at linkedin.com/company/mediacom.

Logo - http://photos.prnewswire.com/prnh/20130207/NY56400LOGO

To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/mediacom-unveils-new-cultural-connections-partnership-with-world-renowned-hofstede-centre-300221765.html

SOURCE MediaCom

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
The platform combines the strengths of Singtel's extensive, intelligent network capabilities with Microsoft's cloud expertise to create a unique solution that sets new standards for IoT applications," said Mr Diomedes Kastanis, Head of IoT at Singtel. "Our solution provides speed, transparency and flexibility, paving the way for a more pervasive use of IoT to accelerate enterprises' digitalisation efforts. AI-powered intelligent connectivity over Microsoft Azure will be the fastest connected pat...
There are many examples of disruption in consumer space – Uber disrupting the cab industry, Airbnb disrupting the hospitality industry and so on; but have you wondered who is disrupting support and operations? AISERA helps make businesses and customers successful by offering consumer-like user experience for support and operations. We have built the world’s first AI-driven IT / HR / Cloud / Customer Support and Operations solution.
ScaleMP is presenting at CloudEXPO 2019, held June 24-26 in Santa Clara, and we’d love to see you there. At the conference, we’ll demonstrate how ScaleMP is solving one of the most vexing challenges for cloud — memory cost and limit of scale — and how our innovative vSMP MemoryONE solution provides affordable larger server memory for the private and public cloud. Please visit us at Booth No. 519 to connect with our experts and learn more about vSMP MemoryONE and how it is already serving some of...
Darktrace is the world's leading AI company for cyber security. Created by mathematicians from the University of Cambridge, Darktrace's Enterprise Immune System is the first non-consumer application of machine learning to work at scale, across all network types, from physical, virtualized, and cloud, through to IoT and industrial control systems. Installed as a self-configuring cyber defense platform, Darktrace continuously learns what is ‘normal' for all devices and users, updating its understa...
Codete accelerates their clients growth through technological expertise and experience. Codite team works with organizations to meet the challenges that digitalization presents. Their clients include digital start-ups as well as established enterprises in the IT industry. To stay competitive in a highly innovative IT industry, strong R&D departments and bold spin-off initiatives is a must. Codete Data Science and Software Architects teams help corporate clients to stay up to date with the mod...
As you know, enterprise IT conversation over the past year have often centered upon the open-source Kubernetes container orchestration system. In fact, Kubernetes has emerged as the key technology -- and even primary platform -- of cloud migrations for a wide variety of organizations. Kubernetes is critical to forward-looking enterprises that continue to push their IT infrastructures toward maximum functionality, scalability, and flexibility. As they do so, IT professionals are also embr...
Platform9, the leader in SaaS-managed hybrid cloud, has announced it will present five sessions at four upcoming industry conferences in June: BCS in London, DevOpsCon in Berlin, HPE Discover and Cloud Computing Expo 2019.
At CloudEXPO Silicon Valley, June 24-26, 2019, Digital Transformation (DX) is a major focus with expanded DevOpsSUMMIT and FinTechEXPO programs within the DXWorldEXPO agenda. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of business. Only 12% still survive. Similar percentages are found throug...
When you're operating multiple services in production, building out forensics tools such as monitoring and observability becomes essential. Unfortunately, it is a real challenge balancing priorities between building new features and tools to help pinpoint root causes. Linkerd provides many of the tools you need to tame the chaos of operating microservices in a cloud native world. Because Linkerd is a transparent proxy that runs alongside your application, there are no code changes required. I...
In his general session at 21st Cloud Expo, Greg Dumas, Calligo’s Vice President and G.M. of US operations, discussed the new Global Data Protection Regulation and how Calligo can help business stay compliant in digitally globalized world. Greg Dumas is Calligo's Vice President and G.M. of US operations. Calligo is an established service provider that provides an innovative platform for trusted cloud solutions. Calligo’s customers are typically most concerned about GDPR compliance, application p...
Modern software design has fundamentally changed how we manage applications, causing many to turn to containers as the new virtual machine for resource management. As container adoption grows beyond stateless applications to stateful workloads, the need for persistent storage is foundational - something customers routinely cite as a top pain point. In his session at @DevOpsSummit at 21st Cloud Expo, Bill Borsari, Head of Systems Engineering at Datera, explored how organizations can reap the bene...
"NetApp's vision is how we help organizations manage data - delivering the right data in the right place, in the right time, to the people who need it, and doing it agnostic to what the platform is," explained Josh Atwell, Developer Advocate for NetApp, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Druva is the global leader in Cloud Data Protection and Management, delivering the industry's first data management-as-a-service solution that aggregates data from endpoints, servers and cloud applications and leverages the public cloud to offer a single pane of glass to enable data protection, governance and intelligence-dramatically increasing the availability and visibility of business critical information, while reducing the risk, cost and complexity of managing and protecting it. Druva's...
Kubernetes as a Container Platform is becoming a de facto for every enterprise. In my interactions with enterprises adopting container platform, I come across common questions: - How does application security work on this platform? What all do I need to secure? - How do I implement security in pipelines? - What about vulnerabilities discovered at a later point in time? - What are newer technologies like Istio Service Mesh bring to table?In this session, I will be addressing these commonly asked ...
BMC has unmatched experience in IT management, supporting 92 of the Forbes Global 100, and earning recognition as an ITSM Gartner Magic Quadrant Leader for five years running. Our solutions offer speed, agility, and efficiency to tackle business challenges in the areas of service management, automation, operations, and the mainframe.