How Not to Plan Internationally: Smarter Budgeting and Media Strategy for Multi-Market Brands

International growth is not about scaling what works everywhere. It is about adapting with precision. 

For brands operating across multiple markets and locations, one of the biggest challenges is getting budget allocation right. The traditional balance between brand and performance often breaks down when applied globally. What works in one market may underperform or fail entirely in another. 

In this webinar, we bring together Luke Regan, Managing Director at DAC, Jenna Watson, Senior Vice President, Media at DAC, and special guest Les Binet, a globally recognised authority on marketing effectiveness, to explore how brands can move beyond one-size-fits-all planning and build strategies grounded in local reality. 

What you will gain 

• Local context defines strategy: Brand maturity, demand, competition, and awareness vary by market, so your media and creative approach should adapt accordingly  
• One brand, multiple realities: Even established brands may need a launch mindset in specific locations to unlock growth  
• Invest with intent: Know when to capture existing demand and when to build it, and adjust your budget split to match  
• Effectiveness is not fixed: Apply principles like the 60/40 rule with flexibility, not as a rigid model  
• Scale requires nuance: ‘Go big or go home’ only works when aligned to the right markets and moments  
• Smarter planning drives outcomes: Move beyond one-size-fits-all frameworks to build insight-led strategies that scale across markets  

At DAC, we partner with brands to understand their position at a granular, market-by-market level, combining local insight with global coordination to deliver truly connected strategies. Through DAC International, we help you navigate the complexity of multi-market marketing with a unified approach that still respects the nuances of each location.