Point of View: Mutual benefits of global and local

Post-economic crisis, the old debate of local versus global has shifted subtly. Global clients are re-assessing the assumption that BTL activity is the preserve of local markets.

Mutual benefits of global and local

John Woodward

Publicis Worldwide

Perhaps surprisingly, the financial crisis failed to trigger a wave of creative pitches for global businesses. Instead, many global clients are turning to existing agencies and seeking ways to re-engineer their global advertising model.

Post-crisis, the old debate of local versus global has assumed a subtly different character. Clients want different things. The debate used to be about control of the advertising idea, or the ‘ATL’ copy, and it was quietly accepted that ‘BTL activity', such as promotions and 'online’ should remain the territory of the local market. Global clients...

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