CDM's global philosophy is simple: establish a singular strategy for each global brand, and then strive for consistency with flexibility. We believe that the best global branding is as strategically smart as it is creatively unmistakable. But we also understand that some countries need a certain degree of "managed leeway" to successfully adapt global branding to their respective markets.

This demands a unique organizational capacity to both listen and guide, and to mix diplomacy with purpose—all hallmarks of our own CDM brand of client service. We believe that the validation of our approach lies in the many global brands we've helped to create and manage, many of which are recognized as today's most successful global products.

From a practical standpoint, we like to execute on our philosophy by acting as global brand stewards and serving as a brand-centric liaison between US marketing teams and those in Europe and other global markets. This usually requires the appointment of a global brand team operating out of our New York office, which serves to coordinate global efforts, from initial strategic direction through final execution. We've created global launch kits that supply every aspect of global branding to local markets, right down to nationality-diverse patient photography on CD-ROM.

However, some of our clients prefer to utilize CDM as champions and coordinators of global branding and strategy, leaving local agency choice in the hands of local country managers. This allows our clients to plan globally but execute locally. Many clients find that this approach not only achieves the greatest global strategic leverage but also acknowledges and maximizes the best of local custom and insight.