How to develop global ad campaigns

Using vernacular films that have become global successes as her examples, Hamsini Shivkumar, a planner at JWT, develops a theory for creating advertising for global brands.

How to Develop Global Ad Campaigns

Hamsini Shivkumar

In the past five years, two films have been made in the UK that have gone on to become hits and win awards – Billy Elliot (2000) and Bend It Like Beckham (2002).

In both films, the core idea was the...

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