I made my first trip overseas in 1994, supporting press conferences in Tokyo, Seoul, Hong Kong, Taipei and Singapore in one week. Talk about a PR hustle. As you might expect, things didn’t always go according to plan. At our first press conference in Tokyo, no one had bothered to mention that the format …more
We expanded overseas and planted our flag in Singapore in 1996. Today, with nine offices across Europe, Asia and the U.S., we’ve literally worked with hundreds of executives on the international PR front. Taking from these experiences – and borrowing from David Letterman – we’ve packaged our top-ten list on why companies fail at international …more
The best global brands recognize that their communications must be tailored to the local markets. Last year two of our account folks in our Japan office penned a post that examined how Sony created two different videos for the same camera, one for the U.S. market and the other for the Japanese market. Today, Jiyoung …more
