(WEF)“We need people who understand the local culture of a country,” said Maurice Lévy, Chairman and Chief Executive Officer, Publicis Group. To build a brand, he explained, it is essential to have a workforce thoroughly steeped in local thinking. Brand building may demand different strategies to create the same emotional resonance across cultures.

In a closely networked world, business leaders must figure out how best to weave local insights into their increasingly global operations, agreed panellists in this discussion on the networked world.