Like everything else in this crazy industry, agencies’ approach to managing global business used to be easier. When I started working on my first global brand 20-plus years ago, marketers basically controlled a linear consumer journey. So global really just meant translating unified ad campaigns made up of TV, print, OOH and radio for other markets and then settling in with an ice-cold Tab to watch a LaserDisc.
Fast forward many years and—to state the obvious—things are pretty complicated. Consumers are in control, whether they’re in Indiana or India.