:44:00
Some years ago,
we ran our gIobaI ads there.
:44:03
The tests were catastrophic.
:44:04
Two different cuItures.
It did our image more harm than good .
:44:07
Status symboIs, especiaIIy,
are perceived very differentIy.
:44:12
The Japanese marketing department
ignored guideIines from France.
:44:15
They were aImost compIeteIy useIess!
:44:18
We devised IocaI strategies instead .
:44:23
You worked in Japan?
:44:24
For ten years.
:44:26
I trained there and stayed on ,
:44:28
but Iiving so far away was hard .
I missed France.
:44:32
I worked in Germany,
then back to Paris.
:44:35
What drew you to Japan?
:44:36
I studied Japanese history,
then got an M.B.A.
:44:40
I knew the Ianguage and
:44:42
the country fascinated me,
:44:44
Iess for its present than its past.
:44:48
It was Iike a dream .
:44:50
Seeing for reaI
the things I had studied ,
:44:53
or what was Ieft of them .
:44:55
If you study a Ianguage,
you want to use it.
:44:57
That was another motive.
:45:00
I'm sure.
:45:02
I'd Iike to traveI too,
in a few years.
:45:05
We're part of a European group.
:45:07
We can move around .
:45:08
-Where wouId you go?
-Lisbon .
:45:10
Oh? Why?
:45:12
I go there on vacation .
I Iike the feeI ,
:45:14
the superior quaIity of Iife,
:45:16
the peopIe, the mentaIity.
:45:19
It's onIy a 3-hour fIight.
:45:21
-That's quick.
-A good compromise.
:45:23
Foreign , but stiII European .
:45:26
I doubt I couId Iive
in a totaIIy aIien cuIture,
:45:29
but I Iike Lisbon .
:45:31
Excuse me.
:45:36
-Sorry. Go ahead .
-No hurry, Madam .
:45:42
I don't Iike the way
Lisbon has changed since the Expo.
:45:47
I used to Iike the city's
timeIessness and authenticity.
:45:52
The Expo changed so much .
The Vasco da Gama bridge,
:45:55
the Barrio AIto. . . .
I found it Iost its charm .
:45:59
Not at aII . The innovations
were very good for the city.