http://www.virtuallyvogue.com/vogue-germany/
Â'Think globally, act locally.
This seems to be specific, more targeted and considered response on the task of reaching and encapsulate diverse audiences that exist in the large market in the world. To some extent the concept of being able to communicate directly to a specific audience is an extremely effective and optimal way of conveying a message and it is extremely important in the discussion of the publishing business.
Â'Local advertising agencies, -like just to represent their country, they act more like sponges for society and artisans. They have the best understanding and knowledge of culture of Nationalism, trends, fashion, in the vernacular of the street and the general things that are in vogue. They also know what ideas have been used before and what things are Â'cool ', this allows for originality and creativity strategic tailoring.
Obviously, specific cultural knowledge, advertising agencies will be able to advise their clients on how best to reach this local audience and the most effective forms of media that address the public. Consumers vary around the world and react differently to certain media stimuli. For example, in the UK a giant poster campaign to launch a new brand can be very successful, while in Spain hosts a popular TV show would be more effective than public watching TV much more on average than in the UK and remain very loyal to certain programs and channels.
The following is the main problem of the creative work. As mentioned, a local agency and the creative team is sensitive to their environment, absorbing the complexities and unique circumstances of their environment and attack craft as a Â'sniper 'in reaching local audiences and engages them. A global campaign that may lose value approach through a cumbersome Â'blanket attack to a mass audience, as the advertisements of SEAT cars in Europe is rather uniform and not country specific.
The consumer approach to be missed through the confusion and lack of creative consistency with some of the major networks of agencies dealing with global solutions. In addition to financial savings of the client and economies of scale made possible by the use of an agency to provide comprehensive, quality, strategy and effectiveness can be lost in the internationalization of the communication solution. Each network in the world often speak another language and its public are subjects of humor, love, sex, music and popular culture different ways, such as the marked differences in British and American humor. Consequently, these differences of opinion and creativity to create an effect whispers Â'Chinese ', where a message monolithic, unified and coherent across borders is not executed. Local advertising agencies in a position with less force bonded networks that have deep local knowledge can provide reasons, adapted and efficient commercial solution inspired by local sources. Examples like the sportswear and jeans are culturally sensitive and regionally for example, Jonny Wilkinson and Adidas ads Becks would not have significant effect in France, Germany and Spain (which have their own sports stars), and no real effect on America. Jeans are also sold and assigned to America American consumers jeans for well-equipped for rounder bodies therefore a communicative action is the most creative and effective. Focusing Creativity and communication of a brand through local adaptation and may allow execution of cultural sensitivity and greater brand relevance, however, the image and global brand positioning can become fragmented and confused through the manufacturing process.
The considerable depth of Â'global "creative solution to answer some of the failures of the solution of Â'localÂ. There are many examples in which a very creative, original, sexy and strategic plan is supported by adequate and flexible media, beyond cultural differences and delivering effective and responsible solutions.
Truly global examples such as Nike, Gap and Coca-Cola have achieved strong brand images, clear and identifiable and recognition, through the holistic approach. The creative use of semiotics and brand logos allow us to identify Coca-Cola (and not only Santa Claus) with red and white, and Nike by tick. Also the famous Ferrero Rocher ads and his clear lack of accommodation have to be memorable and commercially proven effective in many countries that have been issued.
Global impact and ideas that provoke reflection and persuade consumers can be used to find cross cultural similarities and combine them into a market that is bigger therefore economically powerful. The Levi's, Audi and Lynx / Ax run ads this idea with a vision edge less: Â'Clayman ', The Levia is the Audi RS6-Â'BullÂ'and Lynx Â'Seduction 'clearly and emphatically communicate your message and still no place, ie need not be adapted to the market in the United Kingdom or any other. They are creative global announcements involving consumers in any country.
The balance between the solution global-local is complex and to decide the most effective and creative is very difficult to measure. But in conclusion the result of a well-executed, original, and the campaign unforgettable world is that it has a large audience to stimulate. The playing field has no borders, and very powerful, allowing the highest brand recognition and rapid and saturation in peoplee lives. For the global solution to succeed, the agency must have specific cultural knowledge of each complex in each market, as it dispels fear of knowledge (to steal the parachute Regiment) motto of knowledge and reduce risk, and the creative idea can be seen below, in bold and last instance, without borders.
Mono Ghose MA (Hons) Mavericks Executive Account Director/Partner
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