Great global ads: the secret of success

In an earlier Knowledge Point article, “Why is it so difficult to produce world class international advertising?”, the article highlighted the pitfalls to be avoided in producing global advertising.

Great global ads: the secret of success

ADS WITHOUT FRONTIERS: FOUR PROVEN APPROACHES

From our studies, we have identified four approaches that have been used successfully by international advertisers:

1. The “Brand Status Cluster” Approach

Brand status has been found to have a considerable influence on the kind of communications that are effective for a brand. For example, ads with an implicit message tend to work best in countries where the brand is very highly regarded and familiar; where the brand has “permission” to invite the consumer to fill in the gaps based on what they already know and feel...

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Insights Team
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