The value of local research

One perennial topic of conversation in advertising is that of local vs. Global advertising campaigns. On the one hand, local campaigns should be more effective because they allegedly understand local needs far more than global campaigns ever could. On the other hand it’s far cheaper to create one execution and hope it’s suitable in most markets (this is what P&G often do).
A story in this weeks Observer newspaper magazine highlights an interesting case showing the value of local understanding and local messaging. It’s a great article and one you really should take the time to read.

The fabulous Alcock boys