Global warning: getting your international campaign right

This article examines why global advertising is often less than popular with agencies and sometimes subject to prejudice.

Global Warning: Getting Your International Campaign Right

David WetheyAgency Assessments International

A great deal is written on the subject of international advertising. Much of it comes from the 'international campaigns simply don't work' school of thought. Our casebook is also full of examples of frustration and folly that could lead the cynic to believe that global advertising is an impossible dream.

Nor is global advertising a heroic subject in the UK. One of the most interesting new books about advertising is Mark Earls' Welcome to the Creative Age(1). It is a robust and comprehensive affirmation of Earls'...

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