Global versus local advertising is something multinational marketers have been wrestling with over the past few years. The efficiencies related to cutting production costs via a global campaign are very appealing to corporate bean counters. However, many international brands are implementing local campaigns, or at least tweaking global efforts, in the realization that TV executions often don’t effectively transcend borders. According to a study released by ACNielsen there are relatively few brands - only 50 - that can be considered global brands, with annual worldwide sales of more than US$1 billion. The leading category is beverages and its leader is Coca-Cola, which logs over US$15 billion in sales. So Coca-Cola would seemingly have the most to gain from a global campaign agenda. 

So what is local advertising? How does it differs from global advertising?

What about the relationship between advertisers and advertising agencies?

This is what we are discussing in Week 4.