Coca-Cola has picked a hell of a time to do an apparent volte face
on its "think local, act local" strategy and withdraw from local
hotshops in favour of the global agency powerhouses.
The terrorist attacks of 11 September were a terrible manifestation of
what can happen when cultures collide. What has happened since has only
emphasised the need for sensitivity to local customs and beliefs. Many
countries resent the propagation of US values across the globe. They
certainly don't want to see any more examples of US advertising