Is your brand really ready to scale across borders – and what happens if you miss the timing?
In this episode of the Ad Creative Insider Podcast, Christin Todorov, Lead Creative Strategist at Meroda, shares how brands can grow from local success to international expansion. With years of experience in e-commerce and creative strategy, she explains what it really takes to make this step work.
We talk about:
Why localization is more than just translation – and which cultural differences really matter.
How creatives, messaging, and positioning need to adapt to new markets.
The role of AI workflows and local creators in scaling across Europe.
If you want to understand how to expand profitably and avoid the pitfalls that cost brands time and budget, this episode is a must-listen.
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Our satisfied customers include agencies and brands such as yfood, Purelei, Beilmann Marketing, LeGer by Lena Gercke, HealthRoutine, Pummys, Performance Pixel, adsventure, and many more.
Time Stemps:
00:00 – Intro
04:05 – The role of Meroda in the cosmetics industry
07:55 – Expansion into the European market
12:00 – Market research and target group analysis
16:06 – Creative approaches and localization
20:07 – Influence of creators and attribution
25:07 – Ad break
25:49 – The future of creative strategies
27:05 – Creative diversity and its importance
28:21 – The role of formats and content
30:24 – Ad concepts and their adaptation
32:32 – Naming convention and its importance
33:53 – Analysis and optimization of ad accounts
36:26 – Budgeting and MVP strategies
40:09 – Experiences and lessons from international expansion
42:54 – Outlook: AI in creative strategy
50:44 – Outro