Just a thought, if you run a global brand, shouldn't the first media priority be how to maximize your investment in the one and only truly global media network - the world wide web? Not how does each country maximize as part of their overall plan - which they should - but how do I multi billion dollar a year marketer create singular ideas or repositories of compelling content that anyone in almost every country can touch and engage in. If I was engaged in the same media and material that someone in India does, that makes my Coke experience feel really big. Really really big. I like what they as a company have done with the Coke Side of Life, and the localizations are great, but wouldn't that be an awesome brief - develop an idea around the Coke Side of Life that unites the world. Doesn't talk about uniting the world, or teaching us to sing, but is a single idea that me on my computer in Canada that soemone on their 3g phone in Idea can enjoy.
Just a thought...
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