Advertising PR Analysis
Jon Evans
Oct 17, 2022

Crafting culturally authentic ads that appeal to everyone

When brands speak authentically to a specific population, their ads end up more appealing to the general population than the average ad produced by those same brands.

In McDonald's Tio Roberto ad, a native English-speaking boy spends the day with his native Spanish-speaking uncle. (Credit: McDonald's)

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+852 3175 1913

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

The untapped potential of OTT for Singapore marketers

1 The untapped potential of OTT for Singapore marketers

Bitter chocolate: The fallout of a poorly planned promo on Chocolate Finance's reputation

2 Bitter chocolate: The fallout of a poorly planned promo on Chocolate Finance's reputation

Unilever CEO: 'Spend on social will jump from 30% to 50%'

3 Unilever CEO: 'Spend on social will jump from 30% to 50%'

Why so many are leaving adland to embark on 'solopreneurship'

4 Why so many are leaving adland to embark on 'solopreneurship'

HSBC’s CMO on using Hong Kong as a backdrop to storytelling

5 HSBC’s CMO on using Hong Kong as a backdrop to storytelling

Havas and Moonfolks form media alliance in Indonesia

6 Havas and Moonfolks form media alliance in Indonesia

Too old for the party, too young to leave—the paradox of middle age in advertising

7 Too old for the party, too young to leave—the paradox of middle age in advertising

Coca-Cola media business contract lies between Publicis and WPP

8 Coca-Cola media business contract lies between Publicis and WPP

Plagiarism scandal fallout: DDB Philippines loses Tourism Dept contract

9 Plagiarism scandal fallout: DDB Philippines loses Tourism Dept contract

WPP and Bain mull sale of Kantar Worldpanel data division for $6.5 billion

10 WPP and Bain mull sale of Kantar Worldpanel data division for $6.5 billion

Related Articles

Kellogg's owner appoints European media agency
Oct 15, 2024
Shauna Lewis

Kellogg's owner appoints European media agency

Chinese-Canadian actor Simu Liu criticises boba brand for appropriating Asian culture
Oct 16, 2024
Staff Reporters

Chinese-Canadian actor Simu Liu criticises boba ...

Eugene Lee steps down as McDonald's global CMO after 15 years
Mar 3, 2025
Nikita Mishra

Eugene Lee steps down as McDonald's global CMO ...

40 Under 40 2024: Meryl Adiel Hernandez, McDonald’s
Dec 4, 2024
Staff Reporters

40 Under 40 2024: Meryl Adiel Hernandez, McDonald’s

Just Published

Omnicom and IPG shareholders approve takeover in key ‘milestone’
1 hour ago
Gideon Spanier

Omnicom and IPG shareholders approve takeover in ...

US-based Omnicom still requires consent of regulators in 17 markets to acquire IPG.

Women to Watch 2024: Bee Leng Tan, The Ascott Limited and CapitaLand Investment
3 hours ago
Staff Reporters

Women to Watch 2024: Bee Leng Tan, The Ascott ...

Tan combines visionary leadership with digital innovation, and champions inclusivity across global markets.

M&C Saatchi reveals AI tool that measures brands' 'cultural power'
10 hours ago
Eszter Gurbicz

M&C Saatchi reveals AI tool that measures brands' ...

The agency group rebranded on a global level last December.

How pharma-backed websites are easing doctors’ search woes through AI
10 hours ago
Marc Iskowitz

How pharma-backed websites are easing doctors’ ...

Pharma struggles to engage healthcare professionals online. Here's how AI could transform the user experience.