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A Global Marketer’s Guide to Cross-Cultural Marketing

Webinar

Practical Strategies to Make Your Marketing Resonate Across Cultures

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Online

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April 15, 2025 - 18:00 CEST

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Open to all

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Why you should join?

Marketing that works in one country can fail in another. A slogan that resonates in one culture might offend in another.

Culture simply matters.

In today’s global marketplace, cross-cultural marketing is a competitive advantage. Understanding cultural values, behaviors, and perceptions can mean the difference between success and failure.

What you’ll learn:

Join us for a practical session where you’ll learn:

  • What cross-cultural marketing is and why it’s more than just translation.

  •  Why a strategy that works in one market fails in another.

  • The key elements of an effective cross-cultural strategy.

  • Common mistakes and how to avoid them.

Register now to secure your spot.


REGISTER

PROGRAMME 

 12:00 - 13:00 EDT / 18:00 - 19:00 CEST

Part 1: Why culture matters for global brands

  • What is cross-cultural marketing? 

  • Why is it important?

Part 2: The vectors of cultural change

  • The strategic tools you need
  • Trends on Cultural relevance
  • Consumer behavior: why a strategy that works in one market fails in another.

Part 4: Some common pitfalls & how to avoid them

  • The biggest mistakes in cross-cultural marketing.

Part 5: Q&A + key takeaways

  • Open discussion and audience Q&A.

Speakers

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Egbert Schram

Group CEO, The Culture Factor Group

Egbert Schram is an experienced business leader and the CEO of The Culture Factor Group.

With a background in international business and management, Egbert specializes in cultural and strategic change projects, working closely with multinational and cross-functional teams. His focus is on aligning organisational culture with business strategy to drive performance and lasting impact.

He has advised leaders in some of the world’s largest organisations, providing practical, hands-on solutions to help them successfully integrate culture into their strategy.

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Martin Karaffa

Associated Practitioner, The Culture Factor

Marty has spent decades as a global planning director for some of the world's largest agencies, navigating how culture shapes brand strategy.

An American by birth, he started at JWT Melbourne before moving to Tokyo, working with global clients like Citigroup, Diageo, Ford, and Nestlé—where he played a key role in the Kit Kat phenomenon. He later led global planning at BBDO Munich for Daimler businesses, including Mercedes-Benz.

Now based in Munich, Marty runs his own global brand consultancy, advising clients such as Nike, BMW, and Unilever. He has also worked as an intercultural training consultant for the United Nations and co-authored the Conscious Maximalist™ Report on the future of conscious consumerism.