Fredrik Carlström
CEO, Great Works America

The Role of Globalization in Advertising

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Fredrik Carlstrom explains that a broad target audience allows advertisements to be more specific.

Fredrik Carlström

Fredrik Carlström is the Chief Executive Officer and Executive Creative Director of Great Works America, a full-service digital marketing and communications agency that represents a diverse range of clients including Absolut Spirits Company, H&M and Nokia. In his dual roles, Carlström, a veteran marketing executive and acclaimed film producer, utilizes his deep and broad experience in both marketing and entertainment to spearhead Great Works America"s mission to create innovative and cutting-edge campaigns that engage consumers and encourage them to interact with leading brands.

Carlström joined Great Works America in February 2007 when the company opened in New York and signed an exclusive partnership with Carlström"s Third Factory, a film production company — the first deal of its kind between an advertising agency and a film production company. This partnership marked the transformation of Great Works America into a marketing agency that bridges the worlds of advertising, art, media and entertainment.


Fredrik Carlstrom: The funny thing is, from a internet perspective, I suppose, what we’ve seen happening in the last couple years, or the last two years, is that the internet has become such a big thing. It used to be something that you could kind of fly under the radar. It was the young guy in the marketing department who was like-- who got to deal with it. So you could do a lot of stuff. And now it’s become, you know, a decision that happens in board meetings and board rooms. And so in a lot of ways, the internet’s actually become less global, and more local. And companies are much more careful, and so the US versus Europe or Asia, they want to have control over their own site. So in a lot of ways, ironically enough, the internet has become less global in the last two years. But I also think what I was saying early if the old model was you needed hundreds of thousands, or millions of eyeballs for a thing to work, for a site to be able to be profitable through advertising, the good thing is now with globalization, you can find people who are interested in something very, very niche. But you can find them all over the world, so the target audience, or the amount of people that you can reach, are actually higher or the same as before, just that they’re scattered over the world. I mean, as I said early, there’s a bunch of topics on your site that you probably couldn’t find 10,000 people in New York that are interested in, but across the world, there’re hundreds of thousands of people who are interested in it. And I think that’s huge! You can be much more niche. You can be much more interesting. I mean, broad, everything-for-everyone, is not that interesting, for the most part.


Recorded on: 6/12/08