One in a superb series of British advertisements for CIGA Hotels. The agency is TBWA. Click here for hi-res image. There is often some weight in these arguments, but the underlying factor is almost always what Professor Levitt of Harvard calls the N.I.H. Syndrome – Not Invented Here. Any campaign not invented in your country is a threat to your self-respect. The best way to settle these arguments is to test the international campaign in each country. Only when the results are positive should it be used locally, and even then it should be modified to fit the local culture. More often than not, campaigns which perform well in the United States perform equally well in other countries. The Esso tiger was a success in 34 countries.