Multinational, Multicultural With client mergers and acquisitions, and an electronic "shrinking" of the world via the World Wide Web, came an increased need and opportunity to create advertising campaigns that could be used globally. Up to this point most work by US-based healthcare agencies in the international arena involved the creation of promotional packages that were distributed by international division headquarters of US-based multinational companies. These packages were generally used in markets with limited local creative resources. More and more US agencies were now required to understand and consider culture, language, and customs beyond just the US market in developing their creative recommendations. This was particularly important when they were involved in launch campaigns in which a new product would be introduced into multiple markets within a relatively short period of time. The challenge was to produce a creative solution that would be effective in a variety of markets, both US and international. This challenge was met by agencies that were part of large multinational consumer networks, possessing an ability to offer the option of standardizing branding and advertising for multiple markets, or to segment adverting locally by culture or nationality. Independent agencies also met this challenge through staff with international experience and an understanding of the global marketplace, and/or relationships with independent healthcare agencies located in other key markets. Examples of work created during this period are DraftFCB Healthcare's campaigns for Merck's Zocor and Cozaar, and the Saatchi Healthcare Group launch of Detrol (Detrusitol ex-US) for Pharmacia & Upjohn.
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