D'Arcy Masius Benton & Bowles in Eastern Europe

By Joel Podolny, Sarah Herrlinger
2000 | Case No. IB21
D’Arcy faces a situation where political unrest may force them to leave a market that they have spent 10 years trying to establish a presence. As a client services company, they have entered most markets at the request/demand of their global clients who need help with their own expansion efforts. The development of these global brands in third world countries has not been easy as D’Arcy has had to face many obstacles from finding local assets to avoiding corruption, but the most pressing issue they have faced is how to find a balance between global ad campaigns developed for international clients and local culture which may not understand or accept these western ideas.
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