The Euroteens And How To Sell To Them

For years, marketers have been heralding the arrival of the Global Teen, a new breed of youth who share universal tastes in food, fashion, and attitude. But despite the rise of global media, differences still abound, making life complicated for marketers. "The international, broad-brush campaign is a new and exciting concept. But it rarely works," says Brent Gosling, a London-based ad planner for Ogilvy & Mather Ltd.

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