I fully agree with the CEO of the international advertising agency as it is very difficult to frame a standardized advertising strategy for a global brand in the sense that each country has its own culture, customer taste and preference, business practice and thus, needs to be handled with utmost care in terms of choosing advertising policies and strategies. In other words, no single advertising strategy can fulfill the needs and wants of consumers located in different countries as they are unique and need customized advertising programs to suit their individual preferences.

One needs to ascertain the cultural sensitivities and other peculiar issues prevalent in different countries due to the fact that an advertisement which might be considered a success in one country may prove to be a fatal mistake in another country. Thus, one needs to develop localized advertising campaigns based on the individual preferences of diversified customers around the globe.

If we look at real life examples, Global brands like Coke and Pepsi completely modify their advertising strategies in different countries around the world to attract target customers in their own preferred styles or in the manner which they appreciate or like the most. If these companies will follow a standardized advertising policy, they will not be as successful as they are today because wrong or poorly chosen advertising strategies can ruin an effective marketing strategy.