The purpose of this thesis was to gain a better understanding of Swedish MNE’s advertising strategy in Europe. To answer this purpose we had two research questions: Which factors influence the choice of localized/standardized strategies when advertising in Europe, and how is a localized approach influencing the international advertising strategy? Two advertising agencies were interviewed, since we thought they had the most relevant knowledge within this area. They helped us to answer the first research question. In order to answer the second research question we asked each of the advertising agencies about a Swedish MNE’s localized advertising strategy in Germany, their strategy was compared to the strategy in Sweden. After our empirical research we came to the conclusion that Swedish MNE’s are standardizing more now than ever before. They are driven to standardize in order to get a more cost effective advertising, to provide a unified image of the company, and to easier be able to control the advertising. There are however certain factors that force the company to localize their advertising campaign in the different countries, these are: the organization in the company, the competition, and the nature of the product. Regarding countries with a localized campaign, we came to the conclusion that the advertising strategy is affected, especially if the target group differs between the countries. Although, we saw a trend where the companies are laying stress on having a standardized campaign, this in order to get a unified message but also to increase the credibility of the company.