{"id":178270,"date":"2026-01-16T17:03:43","date_gmt":"2026-01-16T15:03:43","guid":{"rendered":"https:\/\/factorialhr.com\/blog\/factorial-play\/videos\/how-do-you-adapt-to-a-market-with-the-same-language-but-a-different-culture-2\/"},"modified":"2026-01-16T17:03:43","modified_gmt":"2026-01-16T15:03:43","slug":"how-do-you-adapt-to-a-market-with-the-same-language-but-a-different-culture-2","status":"publish","type":"factorial_video","link":"https:\/\/factorialhr.co.uk\/blog\/factorial-play\/videos\/how-do-you-adapt-to-a-market-with-the-same-language-but-a-different-culture-2\/","title":{"rendered":"How do you adapt to a market with the same language but a different culture?"},"featured_media":0,"template":"","meta":{"_acf_changed":false,"_video_type":"highlight","_related_series":167693,"_related_episode":178227,"_related_season":0,"_video_source":"vimeo","_youtube_video_id":"","_vimeo_video_id":"1113480083","_speaker_id":177274,"_video_description":"Cristina Tosca highlights the importance of cultural immersion when adapting to markets that share a language but differ in mindset. While 70% of Playground's audience came from Latin America, the challenge lay in tailoring content to local dialects and cultural nuances, which required effective leadership and team management. For instance, ad campaigns needed to resonate with local customs, such as the limited holiday time in Mexico, contrasting with Spain\u2019s extensive vacation days. This nuanced communication not only enriches advertising strategies but also aligns with company values and career planning, ensuring that content is relevant and impactful. According to Cristina Tosca, understanding these insights is crucial for success in diverse markets. Don\u2019t miss more tips and insights on adapting to new markets in the full episode.","_video_transcription":"00:04 - Adapting to new markets\n00:12 - Let's see, next question.\"How to adapt to a market with the same language but different mindset?\" I like this. It's got some fire in it.\n00:22 - There was a time which I actually remember as really special at Playground, that was also number one media outlet in the Spanish-speaking world.\n00:31 - Of course, in the end the numbers showed that around 70% of our audience of Playground were from Latin America.\n00:38 - It was like, we must open a market there.It was like, hey, there's going to be a team in Barcelona working from 2 p.m. to 11 p.m. to match Latin American time zones.\n00:48 - And it was like, \"Alright, let's do this, let's open the advertising market in Latin America.\" Not like we had a choice, it had to be done.\n00:57 - But it became that challenge of: \"I've spent years doing branded content for the Spanish market, let's see how it goes in Latin America.\n01:05 - And it was fascinating, because it was like, wow,we're going to show this market new formats they haven't tried yet.\n01:13 - And something that struck me was that they sent three people to Latin America, one to Mexico City, one to Buenos Aires, and one to Bogot\u00e1,and I, as a writer, had people translating my Spanish content to the dialects there. Even though we all speak Spanish,I have people translating articles into Argentine lingo.\n01:31 - It was so interesting to see that, even speaking the same language,everyone has their own insights, their own way of speaking,and in the end you also need a Spanish translator in those country.\n01:43 - Was it just about the language, or did the content itself also change during the translation?\n01:49 - Of course, when... It's like, \"Look, we're doing a car campaign in Mexico City.\" In the end, you had to soak up everything that was happening in that city,because in Spain we have 22 or 24 days of holiday a year.\n02:01 - Over there, people get just a few days of holiday per year worked.\n02:04 - So it's like, \"Wow, that's an insight I'd never know about,maybe there's like a big campaign and we can link these cars from the campaign to people who won't meet for Christmas,\" that was it, right?\n02:15 - So really immersing yourself in another country's culture to make ads felt like such an enriching challenge.\n02:24 - I remember it all very fondly.","_has_trailer":false,"_trailer_vimeo_id":""},"categories":[938],"factorial-categories":[],"class_list":["post-178270","factorial_video","type-factorial_video","status-publish","hentry","category-process-management"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.5 (Yoast SEO v21.9.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How do you adapt to a market with the same language but a different culture? 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