Date post: | 13-Nov-2014 |
Category: |
Business |
Upload: | oliver-egan |
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global needn’t be the enemy of great
¶
CMO’s used to have a choice
convenience relevancevv
72% of the most awarded TV
advertising last year was local
Gunn Report 2012
“Global advertising
doesn’t resonate
locally”
“best advertising tends to be local”
the world is getting smaller
cultures are converging
Worldwide gross $2.7Bn, $2Bn from outside US
19 countries / 5.2Bn views represented in youtube’s top 100 channels
call of duty black ops II trending twitter topic in 23 cities worldwide on launch day
All german 2013 Champion’s
League final aired in 200
countries to 360m viewers
34k restaurants serving 69m people in 119 countries every day
if james cameron can create something with global appeal, why can’t we?
so much global
marketing remains vanilla
CMO’s no longer have to choose
¶¶convenience relevance
Best Practice Global Advertising
1. Find a big human truth or a single-minded product truth
2. Take the opportunity to be spectacular – amortisation of costs gives a great opportunity
3. Understand that the world is getting smaller all the time
4. keeping clients focused on the big picture
5. A good idea doesn’t mind who had it
how we deliver great global advertising
21 of!ces in 13 markets across North America, Europe and Asia Paci!c
global scale as big as clients need (but no bigger)
“For most (advertisers), however, the traditional model is becoming uneconomical. They end up paying for what is predominantly a distribution system with inefficiencies and duplication (and often turf wars). A much better approach is to cherry pick the best offices in the agency network and custom tailor the compensation to output from these offices.”
Forbes.com 20 Feb 2013
collaboration
Big Ideas Days
one long creative corridor
advertising that’s global¶good