I don’t know if it sounds revolutionary to you. Maurice Levy the chairman and chief executive officer of Publicis Groupe SA of France which owns some of the world’s best-known ad brands, feels you can not create a single advertising message for different cultural market.
Publicist is regarded as the fourth largest marketing and communication advertising company in the world.
He believes that Levi’s Jeans and Axe Deodorant may have succeeded all over the world but messages need to be tailored and created keeping specific culture in mind.
He gave an example of a French ad that shows a boss making sexually suggestive comments to his secretary. In France, the ad is funny; in North America, it would be improper; and in the Middle East, it would be scandalous.
I don’t disagree with his view. My only question is, what’s new in it in anyway.
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