Pillsbury is one of those great America icon brands, made famous by the infamous giggle of the Pillsbury Dough-Boy and some great, strategic creative work. Our job was to take the equities of that icon and make sure they came to life in over 40 countries around the world, sensitive to subtle strategic changes and the nuances of local cultures. Here’s a good example: Do you think the Dough-Boy giggles the same way in Asia as he does in the USA? Nope. And there’s a very good reason why.