Benchmark State of The International Advertising Industry Study Finds Industry Sectors Aligned on Global Vision for the Future Despite Local Passions
Social media effectiveness, building purposeful brands, exploring the latest media and technology trends, and mastering data and engagement are industry priorities in all world regions.
Geography does matter, though, in perceptions of key world markets in terms of Growth, Idea Creation, Technological Innovation, and the Next Generation of Multinational Brands. Although overall survey responses clearly project the participants' global optimism and strong international marketing understanding, local passions still run deep when exploring the future potential of specific markets. Regional pride or national sensitivities affect these answers even among members of a sophisticated global industry.
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Source
"Benchmark State of The International Advertising Industry Study Finds Industry Sectors Aligned on Global Vision for the Future Despite Local Passions." The Internationalist. Number 60, 2012.