Global brands are producing more content across more markets and channels than ever before. Growth in emerging markets, the multiplication of formats across digital channels, and rising local expectations are driving that fragmentation, and most operating models have not kept pace.
A decade of learnings from performance marketing offers a way through. Locaria first brought together the workflows, technology and talent of language services with the mindset of a digital media agency, and four practical shifts came out of that work: unifying previously siloed skill sets, combining technologies and workflows to remove delivery constraints, using data to reduce subjectivity in creative decisions, and building dedicated talent management to secure the right people for the work.
Applied to content production more broadly, these shifts form the basis of what Locaria calls Performance Production, an approach built on planning content around client KPIs, so that scale, speed and quality are not competing priorities but parts of the same system. It sets out how brands at different stages of international growth, from first market entry to enterprise-level operations, can apply this thinking to their own content challenges.
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