West & East: A guide to migrating brands across the globe
Dr Sue Mizera and Alessandra CotugnoYoung & Rubicam
The value of cultural nuancing
The first underestimation was the value of cultural nuancing in migrating brands far from home. For cultures half-way across the world, it's not just a matter of translating your ad and using local models, however efficient this may seem. And however much it might suit your client's budget. Try it and you will get terrible testing scores and your ads will fail.
Flow of traffic between West and East
The second underestimation was the traffic...