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SAN FRANCISCO Piyush Pandey, executive chairman and national creative director of Ogilvy & Mather in Bombay, India, today urged creatives to take cultural differences into account when crafting ads for other countries in his international keynote address at the Adweek Creative Seminar.
“East is East and West is West. Only the brands are the same,” Pandey said.
Using examples of commercials from India and Asia, Pandey described how Western brands can make it in those markets if they use local insights to guide their advertising.
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