Great Advertising Is Both Local and Global

Harvard Business Review

With increasing heterogeneity in every market and global exposure just one tweet away, all brands, even local ones, must begin to think globally or suffer the consequences. Though the ad never aired in China, the use of Gere, a pro-Tibet activist, outraged Chinese consumers and caused Fiat to lose traction in the booming Chinese auto market. By getting the glocal model right, Johnnie Walker reversed a continuing decline and more than doubled its global business in ten years.