Global Advertising Agencies

Paper Summary:

This paper looks at the transition from local ad agencies to global conglomerates. These new mega firms, as the author explains, are responsible for creating world-wide advertising campaigns that must have universal appeal, while also maintaining local relevance. The author examines a number of case studies based on international companies seeking to promote themselves from Europe to the Far East. The paper analyzes what campaigns worked -- and why -- and how ad agencies are able to position themselves as global agents.

From the Paper:

"Reality, however, varies from Germany to Australia, from Japan to Italy. So does make-believe. In order to be truly global (and yet, at the same time "local") one has to understand what works in each nation, what attracts potential customers, and where is that attraction? It is this notion of "going global" that has changed the face and the fate of American Advertising Agencies."

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