33
global needn’t be the enemy of great

Global Needn't be the enemy of great

Embed Size (px)

DESCRIPTION

A presentation I wrote for the Spikes featival in Singapore about how to do global advertising that doesn't suck

Citation preview

Page 1: Global Needn't be the enemy of great

global needn’t be the enemy of great

Page 2: Global Needn't be the enemy of great

CMO’s used to have a choice

convenience relevancevv

Page 3: Global Needn't be the enemy of great

72% of the most awarded TV

advertising last year was local

Gunn Report 2012

“Global advertising

doesn’t resonate

locally”

Page 4: Global Needn't be the enemy of great

“best advertising tends to be local”

Page 5: Global Needn't be the enemy of great
Page 6: Global Needn't be the enemy of great
Page 7: Global Needn't be the enemy of great
Page 8: Global Needn't be the enemy of great

the world is getting smaller

Page 9: Global Needn't be the enemy of great

cultures are converging

Page 10: Global Needn't be the enemy of great

Worldwide gross $2.7Bn, $2Bn from outside US

Page 11: Global Needn't be the enemy of great

19 countries / 5.2Bn views represented in youtube’s top 100 channels

Page 12: Global Needn't be the enemy of great

call of duty black ops II trending twitter topic in 23 cities worldwide on launch day

Page 13: Global Needn't be the enemy of great

All german 2013 Champion’s

League final aired in 200

countries to 360m viewers

Page 14: Global Needn't be the enemy of great

34k restaurants serving 69m people in 119 countries every day

Page 15: Global Needn't be the enemy of great

if james cameron can create something with global appeal, why can’t we?

Page 16: Global Needn't be the enemy of great

so much global

marketing remains vanilla

Page 17: Global Needn't be the enemy of great

CMO’s no longer have to choose

¶¶convenience relevance

Page 18: Global Needn't be the enemy of great

Best Practice Global Advertising

Page 19: Global Needn't be the enemy of great

1. Find a big human truth or a single-minded product truth

Page 20: Global Needn't be the enemy of great

2. Take the opportunity to be spectacular – amortisation of costs gives a great opportunity

Page 21: Global Needn't be the enemy of great

3. Understand that the world is getting smaller all the time

Page 22: Global Needn't be the enemy of great

4. keeping clients focused on the big picture

Page 23: Global Needn't be the enemy of great

5. A good idea doesn’t mind who had it

Page 24: Global Needn't be the enemy of great

how we deliver great global advertising

Page 25: Global Needn't be the enemy of great

21 of!ces in 13 markets across North America, Europe and Asia Paci!c

global scale as big as clients need (but no bigger)

“For most (advertisers), however, the traditional model is becoming uneconomical. They end up paying for what is predominantly a distribution system with inefficiencies and duplication (and often turf wars). A much better approach is to cherry pick the best offices in the agency network and custom tailor the compensation to output from these offices.”

Forbes.com 20 Feb 2013

Page 26: Global Needn't be the enemy of great

collaboration

Page 27: Global Needn't be the enemy of great

Big Ideas Days

Page 28: Global Needn't be the enemy of great

one long creative corridor

Page 29: Global Needn't be the enemy of great

advertising that’s global¶good

Page 30: Global Needn't be the enemy of great
Page 31: Global Needn't be the enemy of great
Page 32: Global Needn't be the enemy of great
Page 33: Global Needn't be the enemy of great