Global Needn't be the enemy of great
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A presentation I wrote for the Spikes featival in Singapore about how to do global advertising that doesn't suck
Global Needn't be the enemy of great
- 1. global neednt be the enemy of great 其
- 2. CMOs used to have a choice convenience v relevance
- 3. 72% of the most awarded TV advertising last year was local Gunn Report 2012 Global advertising doesnt resonate locally
- 11. 19 countries / 5.2Bn views represented in youtubes top 100 channels
- 12. call of duty black ops II trending twitter topic in 23 cities worldwide on launch day
- 13. All german 2013 Champions League final aired in 200 countries to 360m viewers
- 14. 34k restaurants serving 69m people in 119 countries every day
- 15. if james cameron can create something with global appeal, why cant we?
- 17. CMOs no longer have to choose 其 relevance convenience
- 19. 1. Find a big human truth or a single-minded product truth
- 20. 2. Take the opportunity to be spectacular amortisation of costs gives a great opportunity
- 21. 3. Understand that the world is getting smaller all the time
- 22. 4. keeping clients focused on the big picture
- 23. 5. A good idea doesnt mind who had it
- 24. how we deliver great global advertising
- 25. global scale as big as clients need (but no bigger) 21 offices in 13 markets across North America, Europe and Asia Pacific For most (advertisers), however, the traditional model is becoming uneconomical. They end up paying for what is predominantly a distribution system with inef鍖ciencies and duplication (and often turf wars). A much better approach is to cherry pick the best of鍖ces in the agency network and custom tailor the compensation to output from these of鍖ces. Forbes.com 20 Feb 2013
- 26. collaboration
- 27. Big Ideas Days