Thanks to YouTube, we’re often treated to commercials from around the world.
Some are really fun to watch. Others, like this one from Samsung Iceland, are truly inexplicable.
Despite its many flaws, this spot does an excellent job of highlighting a philosophical difference between Samsung and Apple. (In case you needed another.)
What’s the best way for a company to build its brand across so many different countries and cultures? Centralize advertising at corporate HQ? Or empower local agencies to “do their thing”?
Local agencies leap at any opportunity to show off their creativity. It’s far more fulfilling than executing ideas born elsewhere. Unfortunately, agencies who are given more freedom can end up diluting or damaging the brand — as evidenced by Exhibit A above. Continue reading →