Without being swallowed up by any particular culture

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Reference no: EM132152412

Discuss key points from chapter 2 lecture below:

When Sony recently hired a new agency for all its U.S. creative work, it went to Amsterdam and hired a small independent agency called 180. But Sony was not early in the discovery of the highly creative shops in the Netherlands. Adidas, IKEA, and Coca-Cola had been using shops in the metro area of Amsterdam for many years. As one agency exec put it, “Amsterdam allows us to be in touch with the world without being swallowed up by any particular culture.”

Source: Jack Ewing, “Amsterdam’s Red-Hot Ad Shops,” BusinessWeek, December 18, 2006, 52.

Reference no: EM132152412

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