Agency: Bartle Bogle Hegarty | Authors: Ben Jenkins and Gabriel Predescu |
Dero – Powder to the People ('Pudra pentru popor'): how knowing when a global brand should reaffirm local roots proved highly profitable for Unilever
INTRODUCTION
Europe's second poorest country might not seem like the most fertile territory for an IPA Effectiveness paper1. Traditionally, the focus is on more developed and especially Western European economies2. But this is a story about breaking with tradition.
It reveals how a marketing team realised nearly 300% profit on their advertising investment by ignoring the wisdom of 'West is...