Developing A Global Advertising Effort

This article describes how a number of multinational companies are organising their global advertising efforts.

Developing a Global Advertising Effort

A classic ‘make or buy’ decision

Kerry O’Connor Bellwether Leadership Research, Inc

(Quotes throughout the article are based on actual comments by the research participants.)

This article explains how DaimlerChrysler, Bristol-Myers Squibb, Nestle, Kodak, Compaq, Kellogg, Citibank, and Eli Lilly are organizing their global advertising efforts. Research and interviews for the article have been supplemented by Bellwether Leadership Research, Inc.’s agency selection research – the world’s largest on-going study of its kind for the last six years.

The article is divided into three parts:

  1. A collective view of the challenges and frustrations of ...

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