BBH work with Levi in thirty-seven countries. Across Europe they work for the likes of Electrolux, Polaroid and Lynx. They always go for the ‘big idea’ rather than the lowest common denominator to take brands across borders. The key for BBH is the creative team being given free rein to act in a think tank-like way –

but only after appropriate consumer research. Do you think that branding will be enhanced in all cases if the ‘highest common denominator’ is sought rather than the lowest when crossing borders with an international campaign? What do you think of the BBH ‘big idea’ philosophy?