John Hegarty: Globalisation has hurt the marketing industry

Sir John Hegarty believes globalisation has been detrimental to the world of advertising, leading brands to create global campaigns that can reach millions of people while reducing costs but too often mean “absolutely nothing”.
Speaking on the headline stage at the Festival of Marketing this morning (10 October), Hegarty said: “What happened with globalisation is it became possible because of technology for people to create a campaign that worked around the world. It was done