Advertising Globalization Glocalization Godin 
Harvard Business Review
JANUARY 19, 2012
Both parties are to this extent "glocal" — global and local. Marketing once specialized in advertising and packaging that was identical everywhere. Seth Godin suggests that even time could be made more local. Yes, both are listening to national and international communities of taste and practice. My point, exactly.)
Harvard Business Review
JULY 23, 2013
Despite the truth of most of these observations, "Go Crazy" is part of a global campaign originated for Coke by Ogilvy Brazil. The Coke campaign is one example of what three prominent co-authors addressed in a March HBR post titled " Great Advertising is Both Local and Global." It''s not easy to do, however.
Expert insights. Personalized for you.
14 
Let's personalize your content