Global Deals
Global Agreements: A New Solution to an Old Problem
Jonathon Lace, Southampton Business School
The global/local divide in advertising has been one of the most debated issues in the past 20 years. In 1984, shortly after Ted Levitts paper on globalisation1, agencies were falling over themselves to offer global services to somewhat reticent advertisers there was Saatchis full-page print ad, BBDOs new international office in London (and satellite conference on globalisation), and FCBs The Languages of Persuasion2, to name but a few.
And yet, nearly two decades on, the...