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October 01, 2003

Greed <> Global

In a move that may knock the wind from the sentimental side of anti-globalisation, Sir Martin Sorrell (CE of WPP) has said that assumptions about global marketing have gone too far.

"A client I won't name, a packaged-goods company, has moved strongly to global brands, and a local manager said: '30% of my profits come from a brand that may be jettisoned.' What's happened is that companies are trying to run things in black-and-white ways, where one size fits all. And there's a very simple message: One size doesn't fit all," Sir Martin told [WSJ]. [sub may be required, sorry]

I worry whether some of the anti-globalisation support stems from a nostalgic feeling that Snickers should still be Marathon and suchlike.

I can only assume that they've found a way to carry on globalising without these issues mattering - probably because technology has reduced the cost of reversioning.

He also made several references to Islam, which both inspire and puzzle in equal measure...

Sir Martin argues that ... no one in the West has spent enough time thinking about what makes Muslims unique.

Because, well, obviously, they are aren't they. Unique. Like any group of hundreds of millions of people.

Posted by Tom Dolan at October 1, 2003 04:15 PM

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God, you can tell most of my programming instincts are for BASIC, can't you. All that Perl and C, yet I still forget about != when I'm trying to do the mathematical sign for 'not equals'. Sigh.

Posted by: Tom Dolan at October 2, 2003 12:59 AM

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