David Kenny on Globalization in Advertising
Kenny is Chairman and CEO of Digitas and is a member of the Publicis Groupe Executive Committee, the P12. He leads the Group's overall digital and interactive strategy. Beginning with his appointment as CEO in 1997, Kenny has led Digitas through a decade of evolution and growth to an industry-leading position in digital and direct marketing services. Prior to Digitas, Kenny was a senior partner in the global strategy consulting firm Bain & Company from 1991 to 1997. He was named to its Policy Committee in 1995 at the age of 33. Prior to his consulting career, Kenny held marketing and strategy positions with General Motors Corporation. Kenny holds a B.S. from the General Motors Institute (Kettering University) and an M.B.A. from Harvard Business School. He is a board member for Teach For America and a director of The Corporate Executive Board.
Kenny: Well, I don’t think advertisers have shifted their thinking enough, because too many people, when they think global, they think about how do I take my brand and my promise elsewhere? And usually that’s take it from north to south or west to east, and what I think real marketers need to do is look at great ideas everywhere in the world. Some ideas will originate in China or India or Dubai, some will originate in Chicago and Boston, London and Paris, and you have to learn to take those ideas to everybody who can find those ideas useful and really engage with people on a worldwide basis but also a local basis, and I think this dissemination of ideas and this dissemination of solutions is something that’s just starting now.
David Kenny explains ways that advertising adapting to the global marketplace.
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