Media consumption varies dramatically across markets, yet many businesses still follow a one-size-fits-all approach.

In The Media Leader, consultant Justin Lebbon wrote: "I’ve had numerous conversations with buyers whose plans or tactics are brought directly from the US to local markets with little or no adjustment for local differences. This happens more than you think!"

This panel will bring together global media planners, buyers and strategists to discuss:

• The risk of copy-paste strategies: Why some campaigns fail as others win, and what the financial impact and risk looks like across different regions

• Preferences that don't translate: Why some media channels dominates in certain regions and how these nuances reshape entire media mixes

• Cultural context in creative execution: How great localisation manifests and how media and creative need to work closely together to make it happen

• Partnerships and agencies: Working with global networks promising consistency or local specialists offering market intimacy, and hybrid models that split the difference

• Budget allocation frameworks: How leading brands distribute spend across markets of vastly different sizes and maturity levels