Think Global, Act Local: Lubricant Marketing in a Post-Certainty World

Lubricant marketers are being forced to think beyond the traditional playbook. Trade dynamics have reshaped the EV timeline, extending the relevance of hybrids. At the same time, manufacturing and supply chains are pushed to adapt to erratic tariff policies, geopolitical friction, and increasing conflict-related risks. These global issues are driving deeper differences between regions, making the global market harder to navigate with certainty.

Some of the largest lubricant customers across the world, both B2B and B2C, face mounting pressure from higher costs, softer demand, and unpredictable supply dynamics; therefore, lubricant marketers must work harder than ever to prove their value and relevance in customers’ minds and wallets.

In this webinar, we explore how lubricant marketers can succeed today by becoming masters of complexity, using diverse local insights in a way that enhances a coherent global or regional strategy, as well as:

• The new marketing reality in the lubricant industry: How global disruption has fractured the old playbook of scale, consistency, and predictability.
• Why traditional volume metrics fail in today’s fragmented markets, and what new indicators marketers should be tracking instead.
• The core tensions: Balancing global brand strategy with the need for hyper-local relevance in markets such as India, China, the U.S., Europe, and the Middle East.
• A new mindset for marketers: Shifting from “amplifying messages” to “articulating differentiation” across regions using the Global Lubricant Series.
• Real-world examples of how multinational and regional marketers are using GLS to localise strategy, respond to supply chain volatility, and adapt to regulatory shifts.
• A walkthrough of a GLS country report: How to extract insights, make the data work for your questions, and build both locally attuned and broadly impactful campaigns.