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NEW YORK Worldwide campaigns can be effective and are a necessary strategy for international companies, but only if they’re delivered with a strong sensitivity to local culture, said several marketing executives during a panel discussion at Advertising Week here on Wednesday.
Dubbed “Global Campaigns, Myth or Magic?” Rob Stagno, general manager of Microsoft; Diego Scotti, vp, global advertising, American Express; Chris Goodman, advertising manager, Accenture; and Jim Speros, chief marketing officer, Ernst & Young, offered their opinions about what works and what doesn’t work globally.
“We
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