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International Media Management

February 25, 2013

Executive Summary

Deutsche Telekom AG is the parent company of T-Mobile, with over 130 million customers in 50 countries. It must market across different borders, languages, cultures, and levels of digital penetration. Gerhard Louw, senior manager, international media management at Deutsche Telekom, discussed the “complexity tsunami” affecting international media managers and the new strategies the company has developed to adapt. He also shared two case studies of cross-media campaigns from T-Mobile Europe that use events and engagement to connect with consumers.

View video below.



Source

"International Media Management." Gerhard Louw, Senior Manager, International Media Management at Deutsche Telekom. ANA Media Leadership Conference, 02/25/13.

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