The world is flat... 21st century is the era of globalization... Globalization is hot....and blah blah blah blah.... we all hear that at least hundreds times from TV to newspapers, from email to newsfeed....
But....
Just 5 mins ago, reading an article on Bangkok Post made me wonder something else... they reported the news about "Local advertising and marketing agency Creative Juice\G1 has established a global network with its New York - based partner TBWA, and plans to have at least 10 overseas offices by next year"
Wow, what a news! We always know that what used to happen was the global network gradually sets up their offices in each markets in the world but this time it reverses! The local agency will start building their networks around the world.... Somehow it's the same because wasn't TBWA or JWT or Ogilvy and Mather... all started at the local agency at the beginning before they established their comprehensive networks globally?
There is a different trend here.... glocalization (combination of globalization and localization)...and it starts from Asia or esp. from Thailand - a number 1 creative hot spot of the region...
Let's see how this trends goes...
But....
Just 5 mins ago, reading an article on Bangkok Post made me wonder something else... they reported the news about "Local advertising and marketing agency Creative Juice\G1 has established a global network with its New York - based partner TBWA, and plans to have at least 10 overseas offices by next year"
Wow, what a news! We always know that what used to happen was the global network gradually sets up their offices in each markets in the world but this time it reverses! The local agency will start building their networks around the world.... Somehow it's the same because wasn't TBWA or JWT or Ogilvy and Mather... all started at the local agency at the beginning before they established their comprehensive networks globally?
There is a different trend here.... glocalization (combination of globalization and localization)...and it starts from Asia or esp. from Thailand - a number 1 creative hot spot of the region...
Let's see how this trends goes...
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