International marketing requires a lot more than simply reaching an audience in another country. Culture, language, and convention are potential minefields, leading to many international campaigns failing or even damaging the organization. Don’t be the person who makes an embarrassing mistake: learn about the most common mistakes (with some amusing examples) and strategies to ensure you avoid them when expanding your campaigns into new territories.
About Mike Maynard
Mike runs Napier, one of the leading integrated B2B technology agencies in Europe. With over 25 years of experience running international marketing campaigns, he believes that combining the measurement, accountability, and innovation that he learned as an engineer with a passion for communicating is the secret to creating great campaigns and tangible return on investment.
Mike’s career began as an electronics design engineer, developing products from complex radar systems to Kim Wilde’s mixing desk. He later joined IDT Inc, an American semiconductor company, and moved into marketing when he was named European Marketing Manager. In 2001 Mike acquired Napier.
Mike is actively involved in developing the PR and marketing industries, having served as Chair of the PRCA B2B Group, and lectured in PR at Southampton Solent University. Mike was awarded a Masters'' Degree in Electronic and Electrical Engineering from the University of Surrey and an MBA from Kingston University.