TEXTAPPEAL AVOIDS CROSS CULTURAL DISASTERS IN CANNES

For the second time, Text Appeal held an official seminar in the Palais des Festivals. Over 400 delegates at the 2007 Cannes Lions Festival attended Text Appeal's Friday morning seminar on "Global Marketing Disasters". Led by Text Appeal Founder and CEO Elliot Polak, the session featured a distinguished panel of experts, Mainardo de Nardis: CEO Aegis Media Global, Ian Ewart: Head of Marketing, Barclays Wealth Management, Chris Mendola: Managing Director, 180 Amsterdam, Nick Strauss: Executive Planning Director, Mather Communications, providing attendees with insight into what marketing disasters look like, how to avoid them, and what to expect in the future.

Here are a few quotes:

'…a wonderful panel presentation on how to spot global disasters…the Festival is only one place you can experience such a range of global culture.'

‘…There was no denying by anyone in the panel or the audience that one needs to be respectful and insightful towards every local culture and flavour.’

‘In an ‘eclectic’ seminar on ‘Global Marketing Disasters’, the consensus was that of insular thinking and power structures within an organisation leads to brushing off local advice, and in a 24/7 connected world, a local mishap quickly becomes a global embarrassment.’

‘It’s a very well known fact that one brand should have one good, clear voice in advertising and this voice should talk to all the customer all over the world. But an inadequate local understanding of culture and values can wreck the brand’s reputation as well as its sales.’