--- title: "How Not to Plan Internationally: Smarter Budgeting and Media Strategy for Multi-Market Brands" date: 2026-09-08 published: 2026-09-01 author: "rdhunna" featured_image: "https://www.dacgroup.com/wp-content/uploads/2026/09/DAC-International-Webinar-660x625-Blog2.jpg" lang: en-gb translations: de: "https://www.dacgroup.com/de/einblicke/webinare/intelligentere-media-budget-strategie-fuer-mehrere-maerkte.md" fr: "https://www.dacgroup.com/fr/perspectives/webinaires/webinar-medias-europe-strategie-marques-paneuropeennes.md" --- # How Not to Plan Internationally: Smarter Budgeting and Media Strategy for Multi-Market Brands [DAC](https://www.dacgroup.com/en-gb/) EVENTS # Share this ![hero image](https://www.dacgroup.com/wp-content/themes/dac/img/hub-background.jpg) Share this ## Webinar details 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. ### FILL OUT THE FORM TO WATCH THE WEBINAR ## Get to know the experts ![Luke Regan](https://www.dacgroup.com/wp-content/uploads/2024/08/Luke-Regan-v3.jpg) Presenter Luke Regan Vice President, Managing Partner, UK ![Jenna Watson](https://www.dacgroup.com/wp-content/uploads/2024/08/jwatson.png) Presenter Jenna Watson Senior Vice President, Digital Media [![Les Binet](https://www.dacgroup.com/wp-content/uploads/2026/08/Screenshot-2026-08-27-111234.png)](https://www.dacgroup.com/en-gb/insights/contributing-experts/les-binet/ "Les Binet") Presenter [Les Binet](https://www.dacgroup.com/en-gb/insights/contributing-experts/les-binet/ "Les Binet") Author, Consultant, Marketing Professor Les Binet is a global authority on marketing effectiveness. For nearly 40 years, he has pioneered research into how marketing works, how to make it work better, and how to measure it. His books and articles are regarded as must-read texts by professionals and academics alike, selling tens of thousands of copies worldwide. He’s a sought-after public speaker and trainer, and acts as a consultant to international firms like McDonald’s, Nestle, Volkswagen, and Google. He also works hard to bridge the gap between industry and academia, serving on the Senior Advisory Board of the Journal of Advertising Research, and Visiting Professor of Marketing at Ravensbourne University. He has won numerous awards for this work, including The IPA President’s Medal (the highest honour the industry can bestow) and six Effectiveness Grand Prix. ## Explore more DAC webinars Webinar ![](https://www.dacgroup.com/wp-content/uploads/2026/09/DAC-International-Webinar-660x625-Blog1.jpg) Upcoming [How Not to Plan Internationally: Smarter Budgeting and Media Strategy for Multi-Market Brands](https://www.dacgroup.com/en-gb/insights/webinars/how-not-to-plan-internationally/) October 15th, 2026 [REGISTER NOW](https://www.dacgroup.com/en-gb/insights/webinars/how-not-to-plan-internationally/) Webinar ![Webinar- Don't go chasing AI yet](https://www.dacgroup.com/wp-content/uploads/2026/03/SEJ-Webinar-875x438-Blog1.jpg) watch on-demand [Don’t Go Chasing AI Yet: A Framework for Prioritising SEO vs. AI Search](https://www.dacgroup.com/en-gb/insights/webinars/dont-go-chasing-ai-yet-a-framework-for-prioritising-seo-vs-ai-search/) Wednesday, March 25 [ACCESS WEBINAR](https://www.dacgroup.com/en-gb/insights/webinars/dont-go-chasing-ai-yet-a-framework-for-prioritising-seo-vs-ai-search/) Webinar ![Fix you rKPI ](https://www.dacgroup.com/wp-content/uploads/2026/06/Fix-Your-Blind-Spots-660x625-Blog1.jpg) watch on-demand [Fix Your KPI Blind Spots: How To Finally Tie AI Search To Performance](https://www.dacgroup.com/en-gb/insights/webinars/fix-your-kpi-blind-spots-how-to-finally-tie-ai-search-to-performance/) Wednesday, March 25 [ACCESS WEBINAR](https://www.dacgroup.com/en-gb/insights/webinars/fix-your-kpi-blind-spots-how-to-finally-tie-ai-search-to-performance/)