Can the Big Idea survive the fragmentary nature of global ma

Is there a danger that brands focus too much on the big picture when they go global and don’t take advantage of local factors? As part of The Drum’s Globalization Deep Dive, we ask whether they might need to think small to succeed.

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China , United Kingdom , Chinese , David Ogilvy , Florencia Lujani , Instagram , Big Idea , Media Bounty , Globalization , Rand Purpose , Brand Safety , Social Media ,