Time and nations seem to flood together into one mass market, but local traditions run deep. Ever-changing markets also create new opportunities while eroding old standards. Real-world, real-time testing is the best way to prove what tactics work here and now. In this session, you will see how marketing tactics should be adjusted for different cultures, creatives, and campaigns. Detailed case studies, scientific test results, and creative examples will point out specific similarities and differences across markets and campaigns.