SUPERSTARS SHINE; MULTICULTURAL MARKETING; ADOPT A STANDARD IDENTITY

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It was a real surprise that my name was included among the list of Marketing Superstars (AAI, Aug. 15).

TAM serves the richest Brazilian region, and our clients are used to air travel around the world. Thus, they are quite able to compare airlines' services.

I think it's important to know their opinions, and we always try to [encourage] them to talk to us. This philosophy brought us over 5 million passengers in the last five years. That honors me and makes me feel I'm going down the right path.

Rewarding me by naming me an AAI Marketing Superstar [makes] me feel it is worth working hard, believing in people and being ethical.

Rolim Adolfo Amaro

President, TAM Linhas Aereas

Sao Paulo

It is a great honor to be selected an AAI Marketing Superstar.

Although Japan Professional Football League has just launched, and Japan is still a backward nation in the football world, we extend to you our gratitude for recognizing my work.

Saburo Kawabuchi

Chairman/chief executiveJapan Soccer League

Tokyo

I never thought of myself as a Superstar-and now I am one.

Rolf Kunisch

CEO, Beiersdorf

Hamburg

The last line of a column in AAI of Sept. 19 caught my attention: "One of the first priorities [of marketers] must be to learn the code of global good citizenship as they introduce products in markets where taste and conduct differ drastically from home."

The difficulty in learning the codes of culture for global marketing and advertising has particularly intrigued me, and I have developed a unique model which can support and guide international advertisers to develop global campaigns which keep their sensitivity to the cultural differences needed for successful global campaigns.

It took me a year to apply the model to predict in which cultures advertising concepts will work or not and how they should be adapted, and I have tested my model successfully by presenting it to multicultural audiences in the Netherlands, Spain, Malaysia, Singapore, Australia, New Zealand, Mexico and the U.S.

Senior consultant, ITIM

Badhoevedorp, The Netherlands

Paul de Win is a most accomplished salesman/diplomat and director general for the World Federation of Advertisers. His "Info highway needs speed limit" (AAI, Nov. 21) speaks volumes.

Mr. de Win's third conclusion bears close examination, particularly in the U.S., where standards in the advertising field have a lengthy history. When Mr. de Win says that "some important steps have to be taken to standardize and liberalize telecommunications" on the information superhighway, this old goat hastily bleats, "Amen!"

TV advertising worldwide cannot flourish without agreement and adoption of a standard identity method for TV [programming and] particularly commercials.

The multibillion-dollar TV advertising industry in the U.S. has operated for 25 years on one standard identity. The pools of chaos developing in markets outside the U.S. as they move into full-fledged commercialism are reminiscent of the [pre-standardization] chaos inside the U.S. This [same system] should be adopted worldwide before the chaos becomes worldwide.

David W. Dole

Founder, ISCI Bloomington, Minn.

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