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This past June at the Cannes Lions, BBH co-founder Sir John Hegarty, along with Eva Santos, global CCO of Proximity Worldwide, discussed how locally created work can have a more significant impact for brands. While “global ideas” can be cheaper to produce and look good on a balance sheet, they may simply not break through.
Audi’s “The Doll That Chose to Drive,” targeting gender stereotypes in Spain, started in the country and became a worldwide phenomenon.
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