Word: customers
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Dates: during 1980-1989
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...some cases, the global concept succeeded brilliantly. Typically, a worldwide Saatchi campaign is custom tailored to the styles and tastes of local markets, though sometimes only a translation of the ad copy is necessary. The parent firm's memorable campaign for British Airways, in which the island of Manhattan is seen coming in for a landing at London's Heathrow Airport, has run in 40 countries. Customers have liked the global idea: Saatchi agencies now represent more than 100 clients in five or more countries, including Fisher-Price toys and Allied-Lyons foods...
Hsiao said the Holworthy students decided during a study break to follow last year's custom of hanging the lights. "Everyone gave either a string of lights or a dollar" toward the project, he said...
When Karan was growing up, the rag trade was a family tradition. Her father, who died when she was 3, was a custom tailor. Her mother worked as a showroom model and saleswoman. Her stepfather sold women's apparel. Karan studied at Parsons School of Design in Manhattan, then worked as an assistant to the legendary Anne Klein. When Klein died in 1974, Karan was named her successor. At that moment she was the 26-year-old mother of a week-old baby...
Meanwhile, Americans were working on far more valuable computer parts. Using systems called silicon compilers, U.S. engineers have been able to design a vast array of custom chips to suit almost any purpose. These specialized chips can be much more profitable than the commodity chips mass-produced by the Japanese. As more and more instructions are etched onto chips, the balance of power in electronics is shifting from manufacturing prowess, Japan's strength, toward software and design, in which the U.S. excels...
Gilder's arguments, while forceful, are not always persuasive. He seems to forget that Japan, an island nation rich in know-how and poor in resources, is itself a prime beneficiary of the triumph of ideas over matter. The Japanese may not be also-rans in software and custom chips forever. But at a time when so many books talk only about what is wrong with the U.S., Gilder's optimism about the future of American high-tech is refreshing...