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The Glocal Nature of Advertising and a Crystal Ball

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Image by: Scottwdw, Flickr Creative Commons

Image by: Scottwdw, Flickr Creative Commons

Advertising varies throughout the world.  In lieu of the economic pressures and the effort for companies to find efficient ways to prosper their business, we’ve seen a shift in advertising tactics amongst Global brands.  Coca-Cola, Snickers and others alike have moved away from localized campaigns, creating “glocal” or Global campaigns that are adapted to the nature of each market.

 

It’s an interesting task at hand, given the diversity of our planet. Trying to find the human nugget, the insight that’s shared across cultures is a respectable challenge. But then you have champions of globalization arguing that we are living in a world growing increasingly smaller and more connected, as countries brew melting pots of people. Ideas trickle from the west, by mode of pop culture.  Films and fashion export themselves from metropolitan areas like LA and New York – to inspire and adapt trends in Milan and Mumbai.  As shared interests seep from opposite ends of the globe, the emerging global culture is greeted by a wave of nostalgia – otherwise know of as the purveyors of the local.  We see this justified by the rise of tourism as people endeavor to immerse themselves in “different” spaces.  Gone are the days of vacation as relaxation, as today’s folks journey to parts unknown in pursuit of exploration.

 

The endless debate of global versus local begs the question – what is to become the advertising landscape in the future?

 

I’ll share my sentiments and wonders, though my crystal ball is rusty so I welcome your thoughts. The giant brands? Yes, they’ll continue to push for the “glocal” strategies.  Until money grows from trees and they employee small armies, “glocal” will make continue to prevail from an economic standpoint.  But execution is ripe with diversity. Execution is where opportunity lies for brands to innovate. A few reasons being:

 

  1. Depending on the state and government restrictions, people are forced to be imaginative in how they deliver messaging.  Take China’s ban on luxury diction.  No longer is it kosher to use words “supreme, royal, luxury, or high class” in ads (as of February 2012, according to ABC.net).  Will bejeweled Benzes be the new means of communicating ‘lux’?

 

  1. Brands can #Internet.  Okay, so no brainer. But the fact of the matter is that new media technologies are changing faster than we can keep up. Creatives, don’t be alarmed – TVC scripts are still in fashion. But creativity will truly be put to the test, asking us all not only to be better storytellers, but better inventors.

 

  1. Shit’s getting personal. But actually – thank you social media and big data.  More info and more insight have led advertisers to create consumer-centric brands.  But that doesn’t end with the messaging… this personalization has expanded to entire experiences. With “experience” being the buzzword for added value, advertisers are forced to think about how touch points can be more meaningful and relevant. Look at Disney’s new RFID band that enables children’s heroes to greet them by name, or Let’s Café – the Taiwanese shop that’s imprinting customers’ faces on lattes. Every medium is an opportunity.  Every touch point is an occasion for more personal interaction.

 

These are just a few thought starters on how the landscape of advertising is changing?  For those data nerds and financiers in the audience, stay tuned for a supplemental post this week – we’ll be featuring a report on advertising expenditure growth worldwide, to paint a picture of opportunities in the industry.

 

 

Written by: Gabriela Colletta @gabolletta


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