You are welcome to share your thoughts on this article written by Steve Puttock, Managing Director at Schawk, Inc., London

The global marketplace is providing businesses with fantastic opportunities but also, inevitably, moving into new markets can cause headaches! One area for particular concern is around the creation of international advertising and marketing campaigns. For the sake of efficiency, it makes sense to create a master campaign that can then be adapted and deployed across local markets. However, this is not a straightforward process by any means.