Another One Bites the Grass: Creating International Ad Campaigns That Make Sense (Adweek Book S.) - Hardcover

Über die Autorin bzw. den Autor

SIMON ANHOLT is the founder and Chairman of World Writers Ltd., an advertising consultancy that provides international creative and strategic services to other advertising agencies as well as directly to clients such as DuPont, Time-Warner. Sara Lee, Sony Corporation, and IBM.

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If your company has decided to market its products abroad, you may be in for a nasty surprise. Even as businesses today are embracing globalization, the fact remains that many international advertising campaigns are DOA. Creative teams consistently sabotage their efforts by saying the wrong things in the right language, neglecting to research their product name in the relevant marketplace, and failing to understand the needs and feelings of the culture they're attempting to reach.

If you follow suit, you just may kill your brand's chances overseas for many years to come.

Another One Bites the Grass tackles the challenges of advertising and branding in the global marketplace, examining why the vast majority of international campaigns bite the dust (or grass, as they say in Germany). Simon Anholt - an experienced global marketer whose clients have included Nike, Microsoft, and Coca-Cola, to name just a few - offers practical, real-world advice on successfully marketing to a foreign culture while maintaining brand integrity.

Peppered with eye-opening disaster stories of international marketing blunders, this book illustrates the profound importance of competent global communications. You'll discover why language is the last thing you should worry about when planning your campaign - and why you should avoid translation at all costs.

Another One Bites the Grass digs deep below the surface of a smart international campaign and gets to the root of its success. It describes fresh approaches to global brand development and why building in the needs of your overseas markets at the beginning of the process is critical. The book introduces a revolutionary concept called smart centralization, through which small ad agencies can now manage complex and substantial international assignments. And it lets you in on the industry's worst-kept secrets: You'll achieve faster, cheaper, and better results - and have more fun - without the traditional network system.

This timely, important work also reveals: * How to be distinctive, effective, and memorable in the countries you'd be hard-pressed to find on a map * Why culture will decide whether your campaign succeeds or fails * Why the Internet changes everything when it comes to international campaigns * How to plan, create, produce, and manage large global accounts without a network * How global advertising may make a difference in the way we live in the next century and beyond.

Don't settle for inferior international communications. Don't sell out to the multinationals. Read Another One Bites the Grass - and ensure that no one will use that phrase to describe your next global campaign.