As advertising market Cannes Lions kicks off, NBCUniversal’s managing director and executive VP of global advertising and partnerships, Maggy Chan, talks about the importance of creating glob…
This coming month, children all over the world will be released from school for the summer, and eventually lodge an age-old complaint: “I’m bored.”
Every night, I crept out of my bedroom and complained to my parents that I couldn’t sleep. Really, I just wanted to see if I could sneak bits of the saucy 1987 U.S hit show “Dallas.” The big hair! The secrets! The even bigger houses! I couldn’t believe that Texas—a land so distant and unfamiliar—could seem as if it were right in my living room.
Subtitles used to be something associated with French films at arthouse cinemas. Now they’re a prerequisite to keeping up with any good dinner conversation. And as distributors and showrunners embrace this increasingly global audience, premium content have found greater global connection.In this increasingly interconnected world, brands are looking to tap into these global audiences. But the industry is not making it easy for them.
To do that, we need global technology and global partnerships that can adapt to what marketers are asking for – simplicity and scale. That’s exactly why, 100 premium broadcasters, 1,000 digital publishers, and more than 50 demand-side platforms to enable marketers to reach audiences in over 190 countries in one singular seamless transaction.
The same idea goes for brands. While many people can find something to like about a Big Mac, McDonalds has some of the largest brand recognition in the world precisely because they cater their international offerings to local taste: like a Kung Pao sandwich in China, and chocolate-hazelnut McPops in Spain. It wasn’t until I left France for London that I learned not all locations offer McSalads.
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