creativ verpacken: Globalisation versus diversity

Anna Lukanina, managing director and partner of Depot WPF branding agency, talks about aspects of working with global brands, local needs and trends in the Russian market in her article for German creative verpacken magazine.

«Working with global brands it is very important to take into consideration the country features, the mentality and habbits of people, their life-style and heritage. Although the globalisation is a common trend nowadays the tastes and expectations of consumers in different countries are various»,- says Anna Lukanina.