Page 1 of 1 September 27, 1997. Inc. This short article is based on the comments and insights of the following advertising luminaries who debate the merits of global versus local campaigns, offer case studies of how a brand's essence should remain the same while local implementations vary, and address how the Internet affects world advertising. Inc. Elissa Moses Director of Global Consumer Intelligence, Philips Consumer Electronics Chris Clark Senior Vice President, CGI Group. In this age of globalization, multi-culturalism, and falling borders, companies must be increasingly active in extending themselves globally, across cultures, and across borders not only to grow but also to grapple with global competitors that they never had before. The age-old art of advertising must parallel this evolution of attention and focus.
Companies are no longer just selling to their own city or even their own country.
They are selling to the world. Their name, brand, and image are now accessible to a global customer base. Compound this complexity with the evolving customer, the moving target who is becoming more like a global citizen. And finally, add the Internet to the mix. As the new mass medium that sprang up virtually overnight, the Internet's characteristics of being global and individual at the same time present unique challenges to the way people deal with advertising.