Agency: J Walter Thompson | Author: Merry Baskin |
De Beers - 'How to sell the Hard Stuff (internationally)'
Successfully penetrating the minefield of international TV advertising for a unique product whose finished form, price and distribution system the client has no control over whatsoever was the challenge faced by the planners at JWT. Add to this a dual target audience of men and women each with different motivations and needs, cultural mores and historical contrasts going back centuries, and the fact that the Germans need 25% more time to say the same thing, and you will imagine our relief...