Single nation, different outlooks

This paper explores how as much as 20% of the UK’s biggest retail promotion budgets are wasted by advertisers who continue to try to talk to all Britons in the same way.

Single nation, different outlooks

Rob Clilverd

Everyone seems to want global reach these days. The latest thing is that advertisers are even looking for global scale and strategy in digital. While bigger is often better, I'm not sure that this always applies to advertising reach, offline or online. This is especially so if you are trying to promote a brand outside your home market. In fact, I believe that many brands can potentially miss out on a huge opportunity by focusing on global reach and economies of scale, and ignoring regional and local needs. Why? Because every country has its...

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