When you can connect with friends all over the world on Facebook, and familiar brands greet you in malls across the globe, it is tempting to think that the time is right for truly global campaigns—ones originated and implemented in the same way everywhere.
Nigel Hollis, discusses how advertising planning needs to start with the local markets and work up, not the top down.
If global planning starts from the ground up, so too must the measurement of its effectiveness.
