Although its proximity to Basingstoke meant that Cannes it was not, some interesting themes emerged from yesterday's International Advertising Association Global Brand Think Tank in Hampshire.

On the one hand the clear myth of the global consumer was convincingly exploded - not least that consumers react and have different emotional stimuli differently in different markets - and that the world's needs and desires have not become irrevocably homogenized; on the other, it was shown that there are global trends in media that apply to all markets.

These include the trend from mass media to masses of media; from mass media to ‘me' media; and that there is no longer a mass in mass marketing. With globalisation of media consumption a reality while brands continue to operate best on a local level, this makes the job of trying to link these two together to achieve effective communication all the more testing. Sadly, however no answer was given as the debate moved on to the rather safer, and considerably less interesting, topic of processes and CSR case studies.

Nonetheless Jean-Claude Larreche provided a real highlight with an energetic presentation of the ‘momentum effect' to achieve real growth, published in his book of the same name. While some of the previous discussions left me feeling that questions hadn't been answered, Larreche provided real advice on marketing strategy and, despite there being no Croisette, made the trip a worthwhile exercise. As did the spectacle of watching Mark Palmer, ex-OMD, and now founder of Maverick Planet calling Dr Les Buckley, SE Asia regional director of Asia Pacific Breweries, 'Bob'.