Global Made Simple

When Bic wanted a global campaign, we advised them to create a structure that could be understood independently of the national style in which it might be executed. In the US, the stylistic interpretation was offbeat and quirky.

Other countries could style the ads however they liked, as long as they conformed to the central premise. In this way the campaign could be acccommodated to local cultures while retaining global strategic coherence.

See our global section to learn more about our border-crossing approach.

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