Ie_the Global Advertising

The Global Advertising isn't always the Best Strategy

Global Advertising versus Local Advertising is something multinational marketers have been fighting over the past few years. The efficiencies related to cutting production costs by a global campaign are very appealing, however many international brands are implementing local campaigns. Multinationals are getting more and more aware of the cultural differences between countries, The CocaCola Company, for example, recently pulled back from its global advertising strategy to take a more regional approach. The branding and positioning of Coca-Cola will continue to be consistent around the world, but how it is executed locally is based on what is best for each market. "A Coke is a Coke is a Coke no matter what country you go to, however the local activation is different so you won’t see exactly the same advertising. In we’ve got to do what’s right for the market and the Canadian consumer," says Lewis, who adds that marketing schemes developed at the soft drink manufacturer. So multinationals can still have a strong global brand identity and still have a positioning in different markets that is tuned to the needs of the marketplace.

By: Daniel Arsénio nº 4036 Ana Silva nº 4015