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Sir Hegarty Says Ad Globalization Weakens British Brands

Globalisation in advertising is weakening the brand reputation of Cadbury and other great British names, opines one of the leading figures in British advertising. Sir John Hegarty, who has worked on memorable campaigns for Levi Strauss, and did “Boddingtons: Cream of Manchester” among others, said the creativity of modern advertising was being diminished because companies expected campaigns to be effective in diverse markets. “I have to create a piece of communication that works not only in the UK but in Malaysia, in Germany...and all the vested interests are hard to convince,” he said.

Read the whole story at The Independent »

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