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

1. global needn’t be
the enemy of great
¶

2. CMO’s used to have a choice
convenience v relevance

3. 72% of the most
awarded TV
advertising last
year was local
Gunn Report 2012
“Global
advertising
doesn’t
resonate
locally”

4. “best
advertising
tends to
be local”

8. the world
is getting
smaller

9. cultures are converging

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

11. 19 countries /
5.2Bn views
represented in
youtube’s top
100 channels

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

13. All german 2013
Champion’s
League final
aired in 200
countries to
360m viewers

14. 34k restaurants
serving 69m
people in
119 countries
every day

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

16. so much
global
marketing
remains
vanilla

17. CMO’s no longer have to choose
¶ relevance
convenience

18. Best Practice
Global Advertising

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

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

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

22. 4. keeping
clients
focused on
the big picture

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

24. how we deliver great
global advertising

25. global scale as
big as clients need
(but no bigger)
21 offices in 13 markets
across North America,
Europe and Asia Pacific
“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

26. collaboration

27. Big Ideas Days

28. one long
creative corridor

29. advertising that’s
global¶good