An advertisement by the Frankfurt office of Ogilvy & Mather. Simple and straightforward. Reader’s Digest has found that the articles which most interest Americans are the same articles which most interest Frenchmen, Germans, Italians, Dutchmen and Ruritanians. Television commercials which demonstrated the good mileage you get with Shell were equally successful in the United States, Canada, Britain, Germany and Austria. Advertising in Latin America has made big strides in recent years – particularly in Brazil, where José Fontoura is producing some outstanding campaigns. But the most dramatic improvement of all has been in South East Asia. Three years ago, I offered a prize of $10,000 to the Ogilvy & Mather