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Avatar - Harvard Business Review
Avatar - Harvard Business Review

Great Advertising Is Both Local and Global

Harvard Business Review - Jerry Wind, Stan Sthanunathan and Rob Malcolm

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. In 2008, Fiat used Richard Gere as a spokesman in an Italian ad campaign. Though the ad never aired in China, the use of Gere, …

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