Global effects

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Outside the U.S., a few marketers like Asian airline Cathay Pacific have canceled all advertising, but others are waiting to see to what extent the conflict will affect them.

"We are booking week by week, and asking that ads can be pulled on 48 hours notice," said Frances O'Neil, group head of the international division at WPP Group's Mediaedge:cia.

"We are trying to avoid running ads next to military or political topics," said a Stuttgart, Germany-based spokesperson for DaimlerChrysler.

In Asia, Vince Viola, worldwide account director for Cathay Pacific at Interpublic Group of Cos.' McCann-Erickson Worldwide, said he will evaluate with Cathay execs each week their decision to pull all ads "for the forseeable future."

In some countries, an anti-American backlash is likely to affect marketers. In Malaysia, for instance, many Muslims during the last Gulf war boycotted products such as Coca-Cola, McDonald's hamburgers and even Washington Apples. "There is a belief that fundamentalist groups will rise to take advantage of the situation ... but there's no boycott of American goods or brands as yet," said Khai Meng Tham, chairman and regional creative director for Asia at WPP Group's Ogilvy & Mather, Singapore.

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