Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Weak force over great distance
1. ADVERTISING: WEAK FORCE
ACTING AT A GREAT DISTANCE
If we make it, they won’t come
Mass media works in a different way to P2P
To combine the two, we need to start in a different
place
2. INTERPERSONAL: STRONG
FORCE OVER SHORT DISTANCE
If it was easy, everyone would be
doing it
(actually everyone is already doing it, it’s only brands that
aren’t)