Why is Global Advertising still the Exception, not the Rule?

Jon Wilkins

The author explains why truly global advertising is relatively limited and will be for some time. It shares some research findings to offer insight into which success factors are genuinely 'international'.

Globalisation

Why is Global Advertsing Still the Exception, Not the Rule?

Jon Wilkins Ipos-ASI

Globalisation is a driving force in many walks of life, and the trend continues to accelerate: advertising follows the theme.

One reason for this is economy of scale. In a world where ad production costs are rising and profit is the holy grail, it seems attractive to use a single development budget for several countries, or even worldwide.

Consumers, too, are becoming more global. International tribes are developing and we can see the emergence of global lifestyles that cross boundaries. For example, think about the...

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