At the same time that Colgate-Palmolive first made the move to a single global agency back in 1995, it also implemented a communications strategy aimed at ‘drawing on local market ideas to drive their world marketing campaigns’ (Wentz, 1996). Just as Coca-Cola restructured its marketing communications operations around 13 ‘creative hubs’, Colgate-Palmolive established ‘centers of excellence’ in different countries in order to ‘cull innovations to be used over wider areas’ (Wentz, 1996).