The Worldly Marketer Podcast

Melanie Chevalier is the Founder & CEO at Creative Culture, a cross-cultural marketing & advertising consultancy based in London, U.K. With more than 15 years of industry experience in cross-cultural communications, she helps international brands and agencies successfully roll out their creative concepts and campaigns across borders.

Originally from France, Melanie has a background in foreign languages, marketing, advertising and economics. She started out her career as an Account Director at Textappeal, another London-based cross-cultural agency. In 2008, she launched her own consultancy, Creative Culture, which provides local market insights, cultural consulting, copy adaptation, copywriting, and brand positioning, among many other services.

Today, Melanie and her team at Creative Culture engage with a global network of about 2,000 experts in over 100 countries, and work with global brands such as Astor, Cointreau, Johnson & Johnson, L'Oréal Luxe, Maserati, Nokia, Orange, P&G, Rémy Martin, Sanofi, and Sony, among many others.

Links:

• Creative Culture website
• Creative Culture on LinkedIn
• Creative Culture on Twitter
• Creative Culture podcast on SoundCloud
• Melanie on LinkedIn

This episode was sponsored by the Globalization and Localization Association (GALA).

Lars Anthonisen is the Head of Ads Marketing for Large Customers in Southeast & South Asia at Google. With nearly two decades of international experience in the Internet and media industry, his passion lies at the intersection of technology and marketing. He has worked with clients across the globe – from Europe all the way to the emerging markets of Asia – and from early-stage startups to large organizations. In the course of his career, he has gained an in-depth understanding of marketing, sales and business development across a wide range of cultures and industries.

Originally from Denmark, Lars speaks five different languages and has a background in marketing, economics and business. He began his career on the agency side of the Danish marketing industry. In 2011, he moved to Singapore to take on a Regional Director role with MediaCom, a global advertising and marketing firm. For the next three years, he led MediaCom's strategic digital planning for Proctor & Gamble across the Asia-Pacific region. In 2014, he joined Google in the role of Regional Business Lead - CPG for Asia Pacific, and he has been with Google ever since.

In his current role, Lars is responsible for helping businesses understand the consumer behaviour and trends that are driving our world, so that their marketing and advertising efforts remain relevant and achieve results. Together with his team, he is focused on driving consistent thought leadership to enable action amongst Google's large customers, so that they can take advantage of the advancements happening in technology, and from that, understand their impact on consumer behaviour.

Links:

• Google homepage
• Google Trends page
• Think With Google – APAC
• e-Conomy SEA 2019 report
• Google Skillshop
• Create With Google – Director Mix
• Lars on LinkedIn

This episode was sponsored by the Globalization and Localization Association (GALA).

Todd Cornell is the Founder and Managing Director at Cultur668, a consulting firm that facilitates cross-cultural interactions between the U.S. and Chinese-speaking countries. He has over 30 years of experience with Chinese language, culture, and business savvy from an American standpoint.

Born and raised in the U.S., Todd spent two decades living, studying and working in East Asia. He became fluent in Mandarin Chinese, and developed a profound understanding of the differences between American and Chinese culture and mindset.

Now based in Colorado, Todd helps American clients navigate business activities and communications with their Chinese counterparts. He is the compiler of a system called The Five Skills of "Bing Fa". These business strategies are based on practices straight out of Chinese culture, where the core teaching is "Know self and know others".

Todd understands from personal experience that differences in culture and mentality are the biggest challenges to business dealings between nations. He also believes that language is key to understanding other cultures, and that it is a conduit for world views and cultural coding.

In this episode, Todd shares some truly fascinating insights into Chinese culture, mentality, and business etiquette. He explains how North American companies, in particular, often fail to understand how their own assumptions and Western worldview can get in the way of a successful market entry into China.

Links:

• Cultur668 website
• Cultur668 Blog
• Cultur668 on Facebook
• Cultur668 on LinkedIn
• Cultur668 on Twitter
• The Global Chamber – Northern Colorado webpage
• Todd's article: "It's in the Mindset"
• Todd on LinkedIn

This episode was sponsored by the Globalization and Localization Association (GALA).

Mi Jeong Hibbitts is an international business and marketing expert, who has a special knowledge of the South Korean market. She is the President of Robert & William, LLC, an international trade and marketing consulting firm that provides strategic guidance and practical know-how for companies in the U.S. and Asia doing cross-border business. She is also the current Executive Director for the Baltimore/Washington chapter of The Global Chamber, an organization that helps members in 525 metro areas worldwide to bridge new global business opportunities.

Previously, Mi Jeong served as the Director of International Sales and Marketing at PTC International, Inc., a privately-owned international business and marketing company in the Food and Beverage industry. In that role, she oversaw multimillion-dollar international sales and marketing programs, managed multinational teams and offices, and helped various U.S. brands reach the dynamic markets of Asia.

Originally from South Korea, Mi Jeong began her career in the advertising, where she managed the accounts of some of the most well-known Korean brands across a variety of industries. She later served as a Congressional Correspondent for the East Asia division of the Voice of America. She is bilingual in English and Korean and has traveled extensively in Asia.

Links:

• Robert & William, LLC website (coming soon!)
• Robert & William, LLC on LinkedIn
• Robert & William, LLC on Facebook
• Global Chamber – Baltimore/Washington webpage
• Mi Jeong on LinkedIn
• Mi Jeong on Twitter

Prof. Roberto Ancis is an international business consultant with over 40 years of experience. He is the Head of Coaching Professors, Inc., and its recent virtual offshoot, Consulting Professors Online. LLC. Over the course of his career, he has worked with hundreds of clients in dozens of different industries, advising them on creative business development, marketing, sales, and funding strategies for international expansion.

Originally from Italy, Prof. Ancis first arrived in the U.S. in 1966 to pursue a degree in Physics at Boston University. He then went on to have a successful career as a Research Scientist for Lincoln Electric in Cleveland. After nearly a decade in that role, he relocated to California to become the Chief Engineer & Technical Marketing Manager for the U.S. division of Solahart Industries. A few years later, he took the leap into entrepreneurship and started his own advisory firm, Network and Energy Resources, bringing together MBA-program instructors who provide their business expertise to domestic and as well as international companies. This firm became known as Coaching Professors, Inc. in 2006.

With four very successful decades at Coaching Professors under his belt, Prof. Ancis decided to launch a virtual division of his business in early 2019. Thus, Consulting Professors Online, LLC, was born. Now based in Sedona, Arizona, he offers regular e-Seminars as well as one-on-one consulting services for select clients, advising them remotely on issues around foreign market entry. So far, Prof. Ancis and his team of experts have trained over 65,000 clients around the world, and counting.

Links:

• Coaching Professors, Inc. website
• Consulting Professors Online, LLC website
• Prof. Ancis on LinkedIn

Jeff Beatty is the Head of Localization at Mozilla, an open-source software company headquartered in Silicon Valley. Since its founding in 1998, Mozilla's mission has been to keep the internet open and accessible to all. To that end, Mozilla has harnessed the power of online communities to develop, spread and support its free software to users around the world. Some of its best-known products include the Firefox web browser, the Thunderbird e-mail client, and the Firefox OS mobile operating system, among many others.

Jeff is a world-class expert in community-driven translation and localization models. He also specializes in localization pedagogy, translation for under-resourced languages, translation technology and process development, virtual team management, as well as cross-functional and cross-cultural management.

Based in Provo, Utah, Jeff has traveled to 31 countries, and speaks three different languages. In addition to his role at Mozilla, he also teaches courses on Computer-Assisted Translation (CAT) at Brigham Young University. He has written articles for trade publications such as Multilingual Magazine, he has been quoted by major media outlets, and he has been a speaker at industry conferences such as LocWorld, GALA, and OpenWest.

Links:

• Mozilla website
• Mozilla on LinkedIn
• Mozilla on Instagram
• Mozilla on Twitter
• Lingoport website
• Middlebury Institute of International Studies (MIIS) at Monterey website
• BYU Center for Language Studies website
• Jeff on LinkedIn
• Jeff on Twitter

Dulce Carrillo-Woltman is the Localization Lead for Mobile Apps in Oral Healthcare at Philips, one of the world's largest electronics companies. Founded in the Netherlands over a century ago, the Philips brand has long been a household name around the globe, and now employs over 77,000 people across 100 countries. These days, Philips is particularly focused on technologies for the Consumer Health & Well-Being and the Professional Healthcare sectors.

Born and raised in Mexico, Dulce started out as a Journalism student, but always had her eye on foreign lands and languages. Her travels and studies took her to places like France, Germany, and the U.S. In 2008, she transitioned into the language industry when she took on a role as court interpreter for the State of Washington.

Since then, Dulce has been based in the Seattle Area, and has become a translation and localization expert in a variety of verticals, including video games, life sciences, software as a service, and Internet-of-Things products. In current her role, she manages localization for all Sonicare Apps for Philips' connected line of toothbrushes.

Dulce is a self-described localization nerd and a lifelong learner. She enjoys reading up on the topics of information architecture, content strategy, and storytelling. She believes that customers deserve the best possible user experience, no matter where they live and no matter what language they speak.

Links:

• Philips global website
• Philips on LinkedIn
• Philips on Facebook
• Philips on YouTube
• Philips on Twitter
• Dulce on LinkedIn

Sarah Presch is the Managing Director at Retro Digital, a marketing agency that specializes in international and multilingual marketing. A true polyglot, she has 10 years of experience working in the language industry in some capacity or other: first as a foreign language teacher, then as a translator, then as a marketing & communications lead, and business development manager, before launching her own agency in 2017.

Based in Dublin, Ireland, Sarah and her Retro Digital team help companies grow with tailor-made local, international, and multilingual marketing solutions. Since launching the agency, she has gone on to co-found the Retro Live and Retrovation conferences, which are held yearly in Dublin and Prague. And she also co-founded a recruitment website, which connects companies with digital workers from around the world.

Earlier this year, Sarah founded a not-for-profit organization called the Retro Digital Foundation, which helps young parents achieve their full potential by providing access to education and mentoring. And, because she's not busy enough, she also took on the role of Digital Marketing Lecturer at the University of Strasbourg in France.

Links:

• Retro Digital website
• Retro Digital on LinkedIn
• Retro Digital on Facebook
• Retro Digital on Twitter
• Retro Digital on XING
• Retro Digital Foundation website
• Sarah on LinkedIn

Julian Leuthold is the Founder and CEO at GetGlobal, the premier business conference in North America for companies who are looking to expand into new global markets. Every year since 2016, GetGlobal has been attracting company executives, international business experts, and senior government officials from around the world to compare markets, opportunities and strategies, and to explore the key issues affecting businesses worldwide.

A native of California with a deep affinity for India, Julian has a formal background in international relations and business. After beginning his career working in marketing and events promotion, he pivoted for a while to become an independent consultant in the field of political and economic risk assessment.

In 2011, Julian founded his first company, Geoskope, which was a cross-market intelligence organization specializing in events and media. From that venture, he eventually launched his own event platform, the GetGlobal conference series.

Currently, Julian is preparing for his fourth annual GetGlobal conference, which will take place from November 5th to 7th, 2019, in Long Beach, California. For this conversation, he joins me from the heart of Los Angeles to tell me all about this upcoming event.

Links:

• GetGlobal 2019 conference website
• GetGlobal on LinkedIn
• GetGlobal on Facebook
• GetGlobal on Twitter
• GetGlobal Podcast
• Julian on LinkedIn
• Julian on Twitter

Doug Bruhnke is the Founder & CEO of The Global Chamber, the only chamber of commerce located in hundreds of locations around the world. Operating in 525 metro areas in 195 countries, The Global Chamber helps businesses, investors and service providers grow and succeed faster across borders. With his Polish-German-American background and 40 years of experience in international marketing and global business, Doug is a true believer in the importance of having a 'global tribe'. He has worked in dozens of different countries, and helped leading brands such as DuPont, SAP, General Motors, Johnson & Johnson, Accenture, and Microsoft achieve their global goals. In 2007, Doug founded Growth Nation, a consulting firm that specialized in international marketing and sales. Eventually, in 2014, he founded The Global Chamber. Besides his role at The Global Chamber, Doug is an advisor for the U.S. Global Leadership Coalition and a member of the AZ District Export Council, the Global Interdependence Council, and several other groups. After many years living and working abroad, he now divides his time between the San Francisco Bay Area and Scottsdale, Arizona. Links:

• The Global Chamber website
• The Global Chamber on LinkedIn
• The Global Chamber on Facebook
• The Global Chamber on Twitter
• Doug on LinkedIn
• Doug on Twitter