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Grab this. On the one hand, today more than ever, we reside in a global planet. On the other, the cute something-for-everybody and one-size-fits-all solution is simplistic, naïve and hopelessly obsolete in year 2009, right? No man is an island, is another view countered immediately, substantiated by the fact that man is ultimately the product of his roots and environment and therefore his version/vision of life is bound to be influenced and informed by it. God, so what gives? Is a global campaign – attempting to speak in one language across countries and people in a charming, persuasive and effective manner – a load of bullcrap? Or is it eminently possible if the basic lingua-franca of cutting-edge advertising (clarity, simplicity and imagination) creatively leveraged?
Ad Guru John Hegarty sets the ball rolling by rooting strongly for it and offers solid arguments. “If Hollywood, music and Picasso manages to do it, why can’t advertising? Aren’t we supposed to be specialists in a business mandated to bring brands and people together? Physical borders are man-made. The skill of truly great advertising practitioners is to generate ideas that are border-less. The real communicator looks at areas that unite – not divide – people,” he says. He admits that there will always be (political, ethnic, religious) differences between people, but when it comes to consumer behaviour and responses to brand messages and what they want out of it, amazingly, the similarities are stronger than people care to believe…! Another Dada Simon Sherwood endorses this view full-on and says that “unfortunately agency networks, mostly, are structured in ways that lend credence to the fact that different markets are different from each other. This creates confusion in both perspective and focus.”
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Source : IIPM Editorial, 2009
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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