global needn't be the enemy of great

global needn’t be the enemy of great

¶

CMO’s used to have a choice

convenience relevancevv

72% of the most awarded TV

advertising last year was local

Gunn Report 2012

“Global advertising

doesn’t resonate

locally”

“best advertising tends to be local”

the world is getting smaller

cultures are converging

Worldwide gross $2.7Bn, $2Bn from outside US

19 countries / 5.2Bn views represented in youtube’s top 100 channels

call of duty black ops II trending twitter topic in 23 cities worldwide on launch day

All german 2013 Champion’s

League final aired in 200

countries to 360m viewers

34k restaurants serving 69m people in 119 countries every day

if james cameron can create something with global appeal, why can’t we?

so much global

marketing remains vanilla

CMO’s no longer have to choose

¶¶convenience relevance

Best Practice Global Advertising

1. Find a big human truth or a single-minded product truth

2. Take the opportunity to be spectacular – amortisation of costs gives a great opportunity

3. Understand that the world is getting smaller all the time

4. keeping clients focused on the big picture

5. A good idea doesn’t mind who had it

how we deliver great global advertising

21 of!ces in 13 markets across North America, Europe and Asia Paci!c

global scale as big as clients need (but no bigger)

“For most (advertisers), however, the traditional model is becoming uneconomical. They end up paying for what is predominantly a distribution system with inefficiencies and duplication (and often turf wars). A much better approach is to cherry pick the best offices in the agency network and custom tailor the compensation to output from these offices.”

Forbes.com 20 Feb 2013

collaboration

Big Ideas Days

one long creative corridor

advertising that’s global¶good