How to dominate the world by Wunderman
No brand was created as a global brand and was never designed to cater to a global consumer.
The world is full of young people so BE VISUAL ( Illiteracy is a huge issue and visual communication works best on a global level)
Find the average age of your country and deploy your campaign
Non-Western advertising has a tendency to promise STATUS. The consumer in these countries survive within a space intensive environment where everything is potential media space, eg; housing, shops, transport, refrigerators, rooms; etc.
Western advertising promises SUSTENANCE
Communication for a global brand needs to be culturally neutral

BBDO – The Next Billion. Relationship between consumers and the screens in the media scape.
Screen1 – The Television. The Television is the jester of the family. Its there to entertain and comfort you. Over the years, it has lost credibility in delivering news content because of the many stories of government alliances and conspiracies to control the media. It is currently the official source of entertainment
Screen2 – The Computer. The Computer is the ‘All Wise Sage’. Almost a little like the elder sibling who you are comfortable approaching with any kind of question and you are confident that he/she will have the answer for you.
Screen3 – The Mobile.mobile is the Lover. This archetype shoes characteristic similarities across multiple age groups and their relationship to their lovers. The teenager is protective, experimental and partly insecure about her lover. Never lets it out of his/her sight. He/she is receptive to new kinds of communication and advertising on this platform. When compared to someone who is over 45, the relationship with the mobile is more along the lines of ‘Don’t give me advertising bullshit! – You know me well enough by now to give me this crap’
Screen4 – the Tablet. The Tablet mimics the wizard who does things differently. This correlation was very poorly presented. i suspect it is because it’s an evolving medium.

The Times – The Future is Connected
The master class presented the beta tablet version of the Times newspaper. The digital newspaper is by paid subscription only following the philosophy that good journalism needs to be paid for. The application embeds advertising within the news content like a traditional newspaper. However, all the advertising is treated as a portal to more engaging content, eg; On the tap of a finger, the consumer can view the tv commercial, cars can be customized, phone features can be compared to one another. Consequently, the depth of feedback that can be attained is extremely rich. Users are more receptive to advertising on tablets because it is a ‘Lean Back’ and ‘Immersive’ experience as opposed to advertising that is meant to be received whilst on the computer. Advertising on websites that are meant to be consumed during work hours demand a ‘Lean in’ experience which is extremely difficult to achieve. On the spectrum of engagement lies Immersion on one end and Interaction on the other. The former seduces with beautiful looking content and the latter attracts with utility/applications.

Kraft Foods by Malcolm Gladwell - Importance of being 3rd
A culture built for INVENTION is not optimized for INNOVATION
Example – Apple comes in last. It comes in late to the party and dominates the scene. It turned up late for both – the phone and music player category and went on to rule.
Example – Friendster gave way to MySpace gave way to Facebook
Come second or third and MAKE IT BETTER.

Directory – Laughter the most direct response
PROPOSITION and PROMISE are different. PROMISE is where the humour in advertising is

Use of laughter defined the various groups in a society.
Laughing with v/s Laughing at
Very few brands leaders ‘laugh at’
Brand followers usually ‘laugh at’ in order to get noticed
What is funny in advertising? – Death, Profanity (language, poo, vomit), Politics, Religion, Masculinity and Gags
Establish strange perspectives on the product
Establish characters with a comic flaw, eg incompetnece, greed, laziness, vanity, snobbery
Comic setup – Premise within which the true story unfolds