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One of the bywords of pan-European advertising is “cultural sensitivity”, or not saying something in one market which you would not get away with in another. A case in point, last year’s pitch by Zenith Media for Gatorade, has just been revealed. The crux of the case presented by Zenith worldwide client services director Tim Jones was to “get into kids’ bedrooms”. All very well in the context of a brand-conscious audience but not so in an environment of child-abuse enquiries. Within hours, he received an internal memo suggesting that he probably should not go around suggesting that he wants to get into children’s bedrooms, even if it is to spread the Gatorade message.