Marketers fail the adaptation test

This article, which is based on research by the CMO Council, outlines the challenges facing brands as they seek to adapt their marketing for audiences in different geographies and across a diverse slate of media channels.

Most marketers are failing to satisfactorily tailor their content for different media destinations and geographical locations, research from the CMO Council, the executive network, has revealed.

Drawing on a survey of 150 marketing practitioners – conducted with HH Global, a procurement and creative-production solutions provider – the CMO Council discovered that only 36.2% of interviewees thought they were performing "well" or "extremely well" when it comes to translating creati

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