David Kenny on Globalization in Advertising

David Kenny explains ways that advertising adapting to the global marketplace.

Kenny:    Well, I don't think advertisers have shifted their thinking enough, because too many people, when they think global, they think about how do I take my brand and my promise elsewhere?  And usually that's take it from north to south or west to east, and what I think real marketers need to do is look at great ideas everywhere in the world.  Some ideas will originate in China or India or Dubai, some will originate in Chicago and Boston, London and Paris, and you have to learn to take those ideas to everybody who can find those ideas useful and really engage with people on a worldwide basis but also a local basis, and I think this dissemination of ideas and this dissemination of solutions is something that's just starting now. 

Kenny:    Well, I don't think advertisers have shifted their thinking enough, because too many people, when they think global, they think about how do I take my brand and my promise elsewhere?  And usually that's take it from north to south or west to east, and what I think real marketers need to do is look at great ideas everywhere in the world.  Some ideas will originate in China or India or Dubai, some will originate in Chicago and Boston, London and Paris, and you have to learn to take those ideas to everybody who can find those ideas useful and really engage with people on a worldwide basis but also a local basis, and I think this dissemination of ideas and this dissemination of solutions is something that's just starting now.