Planning to go global

Rita Clifton

The article, adapted from the author's chapter in the new APG book 'How To Plan Advertising' (ed. Alan Cooper, 2nd edition, 1997), sets out a methodology for planning international campaigns.

Planning to go global

Rita Clifton of Saatchi & Saatchi, in an article adapted from the new APG book 'How to plan advertising', sets out a methodology for planning international campaigns

Rita Clifton

In the mid-1980s, 'globalisation' was still something of an experimental science. The vast majority of companies were still in fragmented export department mode; as Andrew Seth of Unilever once put it 'We got used to overstating the case for globalisation because if we didn't the issue would have been marginalised'.

As a discipline, account planning had not been great at globalising itself either. But the situation in...

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