ARB bursts consumer bubble in Sunlight complaint
Karabo Ledwaba
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International commercials lacking
South Africa has some of the best Creative minds in the Advertising business and yet we still have to watch trash from overseas.
The biggest culprits of this disease are brands such as LG, Hyundai, Colgate, Samsung, Whirlpool, Canon, Chrysler and Vanish.
International Alignment, Global Communication Strategies and shrinking Advertising Budgets are some of the excuses that lazy Brand Managers will hide behind.
The truth is that 90% of these Commercials lack relevance to local market conditions. But over and above that, they lack the most important thing ever - a Concept!
What's a Concept you ask? Well, don't bother calling any of the Brand Managers working for the above-mentioned Brands; they wouldn't be able to tell you.
