Culture eats strategy: tapping into local culture for brand success
Low Lai Chow
At this year's Spikes Asia, culture was a key theme that stood out, with Net#work BBDO South Africa chief creative officer Mike Schalit and BBDO India chairman and chief creative officer Josy Paul jointly presenting a session about how the unique culture of the markets they look after has fuelled some of the best powerful campaigns they have seen in these regions.
Africa
Self expression
In August this year, beer brand Guinness rolled out its campaign, Made of Black, as part of its global Made...