Lecture 13Ex. infant formula vs. breast feedingCase study-nestlePeople were paid to go into hospitals and homes and pretending to be health professionals saying that formula was better than breastfeeding and if you cared for your baby you would1985:UN Guidelines for Consumer Protectionbasic needs- food, water- need to be available not chargedsafetyinformation-right to be protected against dishonest advertisingchoice-representationredressconsumer educationhealthy environmentthese are all guidelines, there is no legal enforcement to not do them.Increasing conglomerationThese 5 corporations control over 50% of global advertisingWPP Group (London)Omnicom (New York)Interpublic (New York)Publicis (Paris)Dentus (Tokyo)Why globalize agencies?Global presenceWay around client conflictsRise of global financial concernsCreate foreign offices AND dense global networksTwo major tensions:Global brand advertising rarely reflects the culture of individual marketsLocal brand advertising rarely allows for a consistent global messageLocally adapting a universally embraced core idea that will resonate in any market worldwide.Three main pillars of glocal advertising1. Global concepts must address universal human motivationunified message leaves room for local nuancesculture of cooperation and hearing resources between global and local strategiesex. Pepsi ad “we will rock you”represents robin hood, feminist, unity, showmanshipto change it to Egyptian views?Changed Enrique EnglasiasBut offer a different view of woman empowermentBecause in the end the lion ate the womenSuccessful global brandsGlobal localAddress universal human motivation that crosses culturesEx. health/safety, parenthood, achieving goals, etc.Position product as integral to achieving this motivationSome examplesJohnny Walker adTook local popular quotes around the world all about bettering yourself and achieving your dreamsMasterCardLocal globalStarted with “priceless” campaign in the US and expanded it to the global marketAttaches to lifestyle brand culture.Worked because:Robust global positioningClear roles and responsibilitiesEffective teamworkMcDonaldsThe motifvations does this ad appeal to?Dads are lazy and cant cookUniversal beliefs to get excited about going outk to eatTechnology= solution and problemMore sharing across cultures=Less market controlLess message controlLess control for celebritiesRichard gear- deltaDidn’t release in china due to tibetian monks. During that time was a great amount of turmoil and various chinesewere dying and getting prosecutedRepresenting the OtherHow people are marked as outsiders in terms of race and ethnicityTends to assume Eurocentric perspectiveTends to work in terms of opposites:Modern and new/ traditionalSomeone is strong one is weakHardworking lazyUnright/unhibitedAdvertising and imperialismImpersial perspective baked into consumer culture:Non-western world represented as:Exotic edepartment store: others there to offer up goodsTheme parks: others there as scenerEx. coffesavLiberations: yes or no?JAMS 214 1st EditionLecture 13 Ex. infant formula vs. breast feeding- Case study-nestle- People were paid to go into hospitals and homes and pretending to be health professionals saying that formula was better than breastfeeding and if you cared for your baby you would - 1985:UN Guidelines for Consumer Protectiono basic needs- food, water- need to be available not chargedo safetyo information-right to be protected against dishonest advertisingo choice- o representationo redresso consumer educationo healthy environmento these are all guidelines, there is no legal enforcement to not do them. Increasing conglomeration- These 5 corporations control over 50% of global advertisingo WPP Group (London)o Omnicom (New York)o Interpublic (New York)o Publicis (Paris)o Dentus (Tokyo) Why globalize agencies?- Global presence These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Way around client conflicts- Rise of global financial concerns- Create foreign offices AND dense global networks Two major tensions:- Global brand advertising rarely reflects the culture of individual markets- Local brand advertising rarely allows for a consistent global message- Locally adapting a universally embraced core idea that will resonate in any market worldwide.- Three main pillars of glocal advertisingo 1. Global concepts must address universal human motivationo unified message leaves room for local nuanceso culture of cooperation and hearing resources between global and local strategies- ex. Pepsi ad “we will rock you”o represents robin hood, feminist, unity, showmanshipo to change it to Egyptian views? Changed Enrique Englasias But offer a different view of woman empowerment Because in the end the lion ate the women Successful global brands- Global local- Address universal human motivation that crosses cultureso Ex. health/safety, parenthood, achieving goals, etc.- Position product as integral to achieving this motivation Some examples- Johnny Walker ado Took local popular quotes around the world all about bettering yourself and achieving your dreams MasterCard- Local global- Started with “priceless” campaign in the US and expanded it to the global marketo Attaches to lifestyle brand culture.- Worked because:o Robust global positioningo Clear roles and responsibilitieso Effective teamwork McDonalds- The motifvations does this ad appeal to?- Dads are lazy and cant cook- Universal beliefs to get excited about going outk to eatTechnology= solution and problem- More sharing across cultures=o Less market controlo Less message controlo Less control for celebrities - Richard gear- deltao Didn’t release in china due to tibetian monks. During that time was a great amount of turmoil and various chinesewere dying and getting prosecuted Representing the Other- How people are marked as outsiders in terms of race and ethnicity- Tends to assume Eurocentric perspective- Tends to work in terms of opposites:o Modern and new/ traditionalo Someone is strong one is weako Hardworking lazyo Unright/unhibited Advertising and imperialism- Impersial perspective baked into consumer culture:- Non-western world represented as:o Exotic edepartment store: others there to offer up goodso Theme parks: others there as scenero Ex. coffesav Liberations: yes or