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...