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NEW YORK The success of a global brand in a local market hinges largely on the brand’s ability to adapt to local needs and tastes, according to Millward Brown Group CEO Eileen Campbell, who spoke today during an Advertising Week panel discussion on global branding.
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“Cultural relevance is important,” said Campbell. “You need to respect local culture and become part of it.”
As an example, Campbell pointed to Ogilvy & Mather’s “Real Beauty” campaign for Unilever’s Dove, which in Western markets has featured images of everyday women in their underwear.