The end of 'think global, act local': big ideas are global

William Charnock

This article challenges the conventional, centralised model for global marketing. It argues that the best ideas are likely to be produced at a local level and will stand the test of geography or culture.

The end of 'think global, act local': big ideas are global

William CharnockJWT, New York

As the world gets smaller, agencies get bigger. The unfortunate truth is that as clients rush to consolidate and agencies restructure to serve them, creativity seems to get lost in the reshuffle. In these negotiations much effort is focused on the financials of the deal. Our industry needs to put as much focus on creativity as we put into the spreadsheet calculations.

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