The world now demands greater flexibility, responsiveness and local sensitivity. Brands need uniformity, yet it needs to tune to local nuances to truly resonate with a global audience. One size fits all as we know, does not work. While the theory of standardisation of marketing activities works on a strategic level for brands, it is often not enough to meet the complexity of needs on tactical and operational levels. New times call for new ways of working. By creating the balance between the different levels of marketing activities: strategic, tactical and operational, we help brands remain rooted in local reality amidst the chaos, effectively reach and engage with local audiences using local intelligence, honest opinions, and creative confidence. All these, whilst not losing the common essence that is the brand. —(The)Glocals is the new global.