Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
By David Kilburn
Marshall McLuhan was right: The world is a global village. Foreign brands are successfully establishing their own awareness and consumer image throughout Asia. As a result, multinationals are mastering a delicate partnership–global branding married to local sensibilities.
‘The big idea must travel, but that doesn’t mean the execution has to be the same,’ explains Grace Atkinson, deputy regional director, Asia/Pacific, J. Walter Thompson. ‘Our job is to make sure the brand is intact.’ It’s a sentiment agency professionals share.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in