Global Scale Is Easy.
Local Relevance Is the Real Challenge

What dentsu’s Tapestry win reveals about the future of AI-driven marketing

The recent announcement of dentsu becoming the global agency partner for Tapestry’s international markets is not just another agency appointment. It signals a shift in marketing’s core challenge—from scaling campaigns to making them feel locally relevant at scale.

Scaling is no longer the constraint. Relevance is. Delivering work that feels personal, culturally in tune, and contextually right across markets is now the harder problem.

That’s where AI is reshaping the game, not as a shiny add-on, but as a connective decisioning layer linking markets, audiences, data, and execution.

Moving beyond disconnected marketing

Global marketing has long been fragmented. Different regions, different agencies, different approaches often lead to inconsistency and inefficiency.

This partnership signals a clear break from that model, moving toward a more unified way of working, where data, planning, and activation are connected rather than siloed.

AI is central to making that shift possible. It brings together signals from across markets and turns them into clear choices on targeting, creative variation, and spending allocation. Instead of relying on assumptions, brands can see what’s happening: how people are engaging, what’s resonating, and where to adjust.

For brands like Coach and Kate Spade, this means moving away from rigid planning cycles and toward a more responsive way of working. Campaigns don’t just launch, they evolve.

Understanding culture, not just markets

Expanding across APAC (Japan, China,...