Over the past 15 years a continuous theme, which has never ceased to amaze us, has been the way in which businesses significantly underestimate the impact of cultural differences.

It typically takes something to go wrong before stakeholders take notice.

Are you involved in negotiations with people from other countries and cultures?

Do you sometimes get confused with the negotiation process?

Cultural differences have a long and rich history of ruining marketing campaigns!

Although a little cruel, cross cultural marketing fails are a humorous means of understanding the impact poor cultural awareness can have when selling or working abroad.

:: As of this week Brexit negotiations have officially commenced.

:: The UK will be leaving the EU within the next few years.

For some, globalization is dangerous for cultural diversity. The fear of cultural dilution and being imposed upon by a foreign, sometimes corporate, culture drives many people to deduce that the global economy is doing us more harm than good. 

However, new research coming from academics in Morocco and Canada suggests that globalization is certainly not killing our cultures. 

As Brexit negotiations commence, HR teams have an invaluable role to play in helping the businesses within which they work to positively navigate the challenges presented by our EU withdrawal.

For most international companies, Brexit makes it necessary to revise long term business strategies – with changes being far greater for companies closely connected to the EU.

How does culture impact the world of advertising?

Well, as with any sector, it's definetly not immune to it.