Kevin Freedman, Founder and CEO of Freedman International, joins Host Simon Hodgkins for an insightful conversation about international marketing, brand agility, and the evolution of creative campaign delivery. The discussion is rich in experience, hard-won lessons, localization insights, and practical guidance for anyone navigating the intersection of global branding. 

From Economist to Global Brand Specialist 

Kevin’s journey didn’t start in marketing. Trained as an economist and having spent his early career in mergers and acquisitions, he quickly realized that the corporate world wasn’t where he wanted to make his mark. After a stint with a company that went bust, Kevin decided to build his own business, where he could shape the culture, build a high-performing team, and learn by doing. 

In 1990, Freedman International was born, initially offering print management services. The early years were scrappy and experimental, with Kevin cold-calling from his flat, learning the ropes of an industry he knew little about. “Every job went wrong in those first two years,” he 

recalled, but those missteps laid the foundation for the company’s resilience and process-driven mindset. 

A Pivotal Moment: From Print to Localization 

Freedman International’s turning point came in 1993 when a print article led to a meeting with UPS. What started as a print management brief evolved into a full-scale coordination of multilingual customer communication materials, marking their entry into localization and global campaign coordination. 

This shift opened the door to projects with brands like British Airways, where Freedman’s team managed the complex production of multilingual airline menus. It was work that required not just translation but logistical precision and deep cultural sensitivity. As Kevin said, “We got very, very good at managing complex, multi-language communications.” 

Helping Brands Show Up Globally, Authentically 

Today, Freedman International is a trusted partner to major global brands like Meta, Indeed, Oracle, and IHG. They specialize in what Kevin calls the “pain point” of international marketing: ensuring campaigns are on-brand, on-time, and relevant across dozens of markets. 

One of the central challenges they solve is what Kevin describes as the “global-local tension.” Brands want to be consistent yet locally relevant. This delicate balance requires a strategic approach, cultural understanding, and a collaborative mindset. “It’s not just about translating content,” Kevin explained. “It’s about making sure your brand shows up the way you want it to in every market.” 

The Power of Process, the Role of People 

A theme in the conversation was the importance of agility. Freedman International’s success hinges on its ability to adapt quickly while maintaining high quality. Kevin likens the model to a lab rather than a factory. Where factories thrive on stability and repetition, today’s marketing landscape demands experimentation, feedback loops, and cross-functional collaboration. 

He emphasized the importance of clearly defined roles, especially in large-scale global campaigns. “Everyone needs to know their role in the process. That’s how you avoid errors and delays,” he said. And when teams are spread across geographies, languages, and agencies, that clarity becomes essential. 

AI, Human Judgment, and the Future of Brand Building 

Unsurprisingly, AI was a central point of discussion. Kevin views it as an enabling tool, not a replacement for human creativity or oversight. “We’re embedding AI into our workflows, but it doesn’t do the thinking for us,” he said. “Quality still matters, and that starts with people.” 

He warned against the flood of generic content, what some call “AI slop,” and stressed that while AI can generate faster, brands need to double down on building meaning and consistency. 

“Just because something is visible doesn’t make it memorable,” he noted. That’s where brand building comes in. Despite the evolution of technology, Freedman believes that the fundamentals of brand strategy remain unchanged. In fact, with digital noise at an all-time high, those fundamentals matter more than ever. 

What Global Brands Should Know 

When asked for advice to companies looking to expand internationally, Kevin offered six practical takeaways: 

1. Understand how your brand needs to show up globally. 

2. Decide how centralized or decentralized your campaign process should be. 3. Involve localization experts from the very beginning. 

4. Know that localization is more than just translation. 

5. Design an end-to-end process from strategy through delivery. 6. Work with partners who’ve been through the pitfalls before. 

These aren’t theoretical guidelines. They’re the result of decades of managing campaigns across more than 90 markets. 

Measuring Success: Happy Markets, High Quality 

Freedman International doesn’t just track timelines and error rates. For Kevin, success is about satisfaction across all touchpoints, local marketing teams, global brand stewards, and the partners in between. “We pride ourselves on service excellence. That means anticipating needs, solving problems before they arise, and being the team our clients can count on.” Their internal surveys consistently show a 9 out of 10 satisfaction score, a testament to the company’s people-first culture and relentless focus on quality. 

Fast Followers, Not Reckless Pioneers 

Kevin made it clear that Freedman International is keeping a close eye on emerging technology, but with a measured and strategic approach. “We’re not an innovations agency. We’re a delivery partner. That means we can’t afford to fail on a campaign because a shiny new tool didn’t work.” 

He envisions a future where AI augments its capabilities, freeing up teams to focus on higher-value work without compromising precision, trust, or human insight. 

Evolution, Discipline, and Deep Understanding 

Kevin Freedman’s story is one of evolution, discipline, and a deep understanding of what it takes to deliver complex global campaigns with heart and precision. From two desks in a flat to a team orchestrating international brand launches for tech giants, his journey offers real lessons for marketers, brand leaders, and entrepreneurs alike. 

The key takeaway? Great global marketing is not just about scale. It’s about process, people, and showing up with purpose wherever your brand lives in the world.