Cmpañas globales

Marcio M. Moreira Vice Chairman McCann WorldGroup

After two decades, global communications are alive and well except they now live in people’s hearts and minds, not in maps or charts.

Marcio Moreira

Stage 1
One Sight, One Sound, One Sell

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Centric (strategy, execution) Generic (international, universal, LCD)
Marcio Moreira

Compliant (laws, ethics, religions)

Stage 2Think Global, Act Local

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Culturally sensitive System-friendly (NIH vs. NIH)
Marcio Moreira

Deliverable

Stage 3
Borderless Mindsets

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Insight-driven strategies Concept-driven brands
Marcio Moreira

Interactive messaging

As geographic borders and language barriers become less important, various forms of culture come into play and affect the successfuldevelopment and deployment of global communications:

Consumer Culture

Marcio Moreira

• • • • •

Popular Culture Corporate Culture Category Culture Brand Culture

Marcio Moreira

The global landscape has changed and will continue to change 24-7. Aspiring globals have become truly global: CNN, Microsoft, MasterCard. Ambitious locals have developed global legitimacy: UPS, Samsung, Burberry.Comfortable globals have been slowed down by the strong headwinds of lifestyle relevance, cultural acceptance, nationalism or poor press: Levi’s, McDonald’s, Nike and even Coca-Cola.

Marcio Moreira

New technologies, convergence, e-commerce and dot-coms (not to mention perennials such as mergers and acquisitions) became the lexicon and syntax of a brave new world of business, where Wall Street,not cultural currency, reigned supreme. Gone are the Westerns and Easterns, the Wangs and Woolworth‘s, the Selectrics and Oldsmobiles, brands now forgotten, or soon to be.

People have changed– or have they? They still wake up, brush their teeth, eat breakfast, go where they need to go, do what they need to do, return to base, eat and drink, play videogames and entertain themselves -- and goto bed again.

Marcio Moreira

They travel, they shop, check their stocks, they obsessively watch the news, have sex, have children, make choices, absorb and exude data, they buy and they sell -- through new channels, perhaps; more contemporary methods of payment, perhaps; seduced by a less innocent, more cynical selling message, perhaps... ...but in the end it is still about “how do I improvethe way that I feel right now” (not “today”, or “these days”, or “in general”, but “right now”, as distinct from “a minute ago”, or even “a minute from now”).

Marcio Moreira

Truth be told, the world has seen profound change, but most of us have barely scratched the surface of that change. Our ground level view is, by definition, immediate, incomplete, unfocused. Blurred. It takes time andperspective to develop a sharper, clearer picture.
Marcio Moreira

From a marketplace point of view, countries and regions have morphed into constituencies. Constituencies are defined not by age, not by sex, not by language, not by color – or any such conventional criteria – but by the way they think and the way they act. Call it like-minded constituencies.
Marcio Moreira

They inhabit aborderless world. In this world, film, TV, music, data and the news don’t go through passport control. In this world, there is a language for which there isn’t a dictionary yet. (A fluid, fickle language, subject to manipulation and interpretation. A language in which words have given way to icons.)
Marcio Moreira

What is near may never be visited; what is far can be accessed at a moment’snotice. Choice isn’t about having choice, it is about believing there is choice. Showrooms, shopping malls and websites are landscapes surrounding choices that, in many cases, have already been made.
Marcio Moreira

Money isn’t necessarily an object because that is what it has become, an object. Spend? Invest? Cash, credit, debit, check, ATM? Is this a present tense proposition or a long-term...