Local cultural nuances play an important role in activating global brand and communication strategies in diverse markets, but it is essential they are built off of global mindsets and universal drivers of human behaviour, to ensure brand relevance and consistency in every market.

We performed ethnographic studies, interviews and documentation of influential people, places, communities and movements across 5 continents to uncover global cultural insights and identify influencer trends and tribes’ macro mindsets, need-states, drivers and values as the foundation for a global influencer strategy for Martell Mumm Perrier-Jouét Pernod Ricard's champoagne portfolio. 

Local cultural nuances play an important role in activating global brand and communication strategies in diverse markets, but it is essential they are built off of global mindsets and universal drivers of human behaviour, to ensure brand relevance and consistency in every market.

We performed ethnographic studies, interviews and documentation of influential people, places, communities and movements across 5 continents to uncover global cultural insights and identify influencer trends and tribes’ macro mindsets, need-states, drivers and values as the foundation for a global influencer strategy for Martell Mumm Perrier-Jouét Pernod Ricard's champoagne portfolio. 

Local cultural nuances play an important role in activating global brand and communication strategies in diverse markets, but it is essential they are built off of global mindsets and universal drivers of human behaviour, to ensure brand relevance and consistency in every market.

We performed ethnographic studies, interviews and documentation of influential people, places, communities and movements across 5 continents to uncover global cultural insights and identify influencer trends and tribes’ macro mindsets, need-states, drivers and values as the foundation for a global influencer strategy for Martell Mumm Perrier-Jouét Pernod Ricard's champoagne portfolio. 

10

Tribes identified for 2 brands

10

Tribes identified for 2 brands

10

Tribes identified for 2 brands

5

Continents covered - Sydney, Tokyo, Paris, Shanghai, and New York

5

Continents visited - Sydney, Tokyo, Paris, Shanghai, and New York

5

Continents visited - Sydney, Tokyo, Paris, Shanghai, and New York