Global advertising - a different game

Alan Hallberg

International ad campaigns present a variety of challenges, most obviously with regard to language and culture, but also in relation to how a client and agency work together.

Global advertising: a different game

Alan HallbergCisco Systems, Inc.

As the world shrinks and companies merge, more of us are having to learn how to advertise across international markets. Language and cultural differences are just the obvious issues. Agencies with multiple offices may not share the same agendas and maintaining complex, yet productive, relationships over several continents can present many challenges.

At Cisco Systems, we went from being a tech company with little emphasis on advertising, to making a large investment in advertising, nationally and globally. This took Cisco into deep international waters with Ogilvy & Mather, our ad...

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