Why is it so difficult to produce worldclass international advertising?

For global businesses, the financial benefits of producing ads that can be aired internationally are obvious.

Why is it so difficult to produce world-class international advertising?

A GOOD AD IS A GOOD AD… OR IS IT?

In most countries, international and local advertising often performs similarly overall, in terms of sales effectiveness.

Focusing on ads that have performed exceptionally well at home (top 5 percent of the database in their country of origin), most also perform very well abroad — with three quarters performing above average, and over half well above average.

But there's no guarantee that a good ad will be an international success — with about a quarter performing below what is generally considered...

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