Global Advertising provides genuine real-life insights into the practical challenges of managing advertising programmes at the international level. By providing a detailed picture of past pitfalls and successes, it will help practitioners prepare for the huge challenges of the 1990s.
|The Current State of the Debate|
|What the Future Holds|
|HQ’s Role in Advertising; Big Brother: The Agency Head Office (AHO) or Client’s HQ?|
|Account Executives and Global Campaigns|