2. Understanding the real differences between Europe and North Africa

Europe and North Africa are connected geographically and historically, yet their markets operate very differently.

Key differences include:

• Media consumption habits and platform maturity

• Relationship to brands, institutions and authority

• Emotional vs rational decision-making drivers

• Language, symbolism and storytelling codes

Ignoring these factors creates misunderstanding.
Understanding them creates opportunity.

3. What should remain global — and what must be local

A strong international brand strategy clearly distinguishes between:

What remains global:

• Brand purpose and vision

• Core values

• Strategic positioning

• Brand promise

What adapts locally:

• Tone of voice

• Content formats and narratives

• Channel mix

• Activation and media strategy

Global coherence must coexist with local relevance.

4. Strategic governance across markets

International expansion cannot rely on improvisation.

High-performing brands implement:

• Clear strategic frameworks

• Centralized brand governance

• Local market expertise integrated into decision-making

• Shared tools, guidelines and KPIs

This balance allows brands to move fast without fragmenting their identity.

5. Why Bicultural and regional expertise matters

Agencies operating between Europe and North Africa bring more than executional capacity.

They bring:

• Cultural fluency

• Market understanding

• Strategic adaptability

• The ability to anticipate risks and opportunities

This dual perspective often determines whether a brand merely enters a market — or truly integrates into it.