Point of View: Mutual benefits of global and local

John Woodward

Post-economic crisis, the old debate of local versus global has shifted subtly. Global clients are re-assessing the assumption that BTL activity is the preserve of local markets.

Mutual benefits of global and local

John Woodward

Publicis Worldwide

Perhaps surprisingly, the financial crisis failed to trigger a wave of creative pitches for global businesses. Instead, many global clients are turning to existing agencies and seeking ways to re-engineer their global advertising model.

Post-crisis, the old debate of local versus global has assumed a subtly different character. Clients want different things. The debate used to be about control of the advertising idea, or the ‘ATL’ copy, and it was quietly accepted that ‘BTL activity', such as promotions and 'online’ should remain the territory of the local market. Global clients...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands