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Article: Another one bites the grass; Scott Morris discusses international advertising's pros and cons with World Writers' chairman Simon Anholt.
- Article from:
- Brand Strategy
- Article date:
- March 24, 2000
CopyrightCOPYRIGHT 2000 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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You've run an ad campaign in the domestic market and sales are up. You feel that the next step is Europe. The ad flops in Germany. Why? Because your advertising copy doesn't translate properly overseas. Germans don't bite the dust, they eat the grass.
Sound familiar? More and more companies are expanding the markets for their goods and services and are facing a unique set of challenges when marketing to foreign cultures. Enter Simon Anholt.
A little over 10 years ago, Anholt had a mission and that mission involved setting up World Writers in an attempt to prove that international advertising can be the best in the world. Now he's written a book called ...