Glocal evaluation: Measuring effectiveness
Nigel HollisMillward Brown
Global campaign effectiveness needs to be measured locally, from the ground up, not the top down.
When you can connect with friends all over the world on Facebook and familiar brands greet you in malls across the globe, it is tempting to think that the time is right for truly global campaigns. Ones that are originated and implemented in the same way everywhere.
But the superficial evidence belies significant differences across markets. So, unless your brand is one of the few that targets a homogenous global audience, then you must plan from...