Think Local; Act Global

James M. Gallery, Jr.

This author confronts the popular adage 'think global: act local' and postulates an alternative way of managing international advertising.

Think Local; Act Global

When it makes sense to challenge the conventional wisdom

James M. Gallery, Jr Eastman Kodak

The headline is not a matter of misplaced words. It’s a perspective to consider as debate continues on the issue of global advertising initiatives.

The catch phrase of the 90s was ‘Think global; act local’ and this became a strategic underpinning – if not a rallying cry – for many marketers in multinational packaged goods companies in the US. With the active support of their advertising agency partners, ‘Think global; act local’ became the stock answer of marketing executives to...

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