Brand Building : Global brand marketing

This article discusses how the Brand Manager at Clorox Derek Gordon successfully used a combination of creativity, pragmatism and relentless focus on the consumer to overcome the challenge of marketing numerous brands on a global scale.

During this presentation, Renee Reeves, Global Marketing Procurement Manager, HP shares the status of the global print pre-press production effort at HP. Topics included the objectives, strategic process, tactics, regional perspective, and results.

This snapshot presents the thoughts of Mary Dillon, Executive Vice President and Global Chief Marketing Officer, McDonald's Corporation, who provides listeners with information about how McDonald's remains successful despite numerous challenges.

In this white paper, UBS provides an investment outlook for 2007 in the global media sector. It includes media recommendations by sector, geographic area, and stock size; key picks; and 2007 predictions for business models, advertising/marketing, and transactions.

In this presentation, Hofer explains how ambush marketers outsmart the official sponsors at international entertainment and sports events. He outlines laws put in place to protect official sponsors. Case studies of the 2006 Winter Olympics in Turin and the 2006 FIFA Soccer World Championship in Germany are included.

This white paper by the Asia-based agency compensation and review consultancy R3 analyzes and profiles the advertising world in India. It covers agency compensation trends, advertising industry growth, and advertising expenditures, as well as listings of leading agencies, advertisers, and media outlets.

In this report, Robert Coen of Universal McCann presents his bi-annual advertising expenditure forecast. The accompanying data provides an outlook for 2007 advertising, including economic trends in major markets and product category changes. Also includes trends in ad growth, worldwide advertising, automobile insurance advertising, and advertising's share of GDP.

This article provides five strategies for successfully building brand awareness in developing markets. Includes a case study of Tide.

ANA members share their experiences setting up and running a Global Marketing/Advertising Digital Asset Library.

In this investment research white paper, UBS provides the outlook for global advertising growth in 2007. It includes stock picks, global advertising estimates, a regional overview, a media segment overview, advertising intensity and corporate spending, non-media marketing, and information on population aging and media.

This presentation issued by World Federation of Advertisers provides a top-line review of current advertising agency compensation practices in France, Germany, the United Kingdom, the United States, Canada, Japan, China, Australia, New Zealand, and Finland. Topics covered include the use of full-service versus multiple agencies; compensation methods, rates paid; the use and effects of payment.

Bob Baird, President and CEO of Philips Domestic Appliance and Personal Care North America, shares his C-suite insights on topical issues including driving efficiencies, outsourcing, the role of technology in marketing, and bringing greater value to the organization.

This presentation offers hints and tools for global creative campaigns, reviews how the playing field in Asia has changed, and explores how global marketing organizations can embrace and capitalize on this cultural shift.

This presentation shares learnings from the AdAsia conference in Singapore where the Asian ad community considered ideas of what an Asia Century could mean to marketers and the media within the region.

This presentation explores how MasterCard is achieving greater global reach through its "Priceless" campaign and by becoming the official card of the Great Singapore Sale.

These guidelines provide the dos and don'ts of international advertising protocol.

The dos and don'ts of international advertising protocol.

This presentation provides case studies and visual examples of a variety acceptable and unacceptable images from international advertising campaigns.

ANA members share their insights on accountability and measurement trends in global brand ROI.

This presentation explores the current state of marketing accountability and ROI through a global lens.

ANA members share their insights on how to use integrated marketing communications to establish local relevancy of a global brand.

This presentation explores how to change the focus of global marketing by "zooming in" to the local level.

This presentation explores how Siemens developed dedicated local adaptations of their global brand strategy which resulted in market share gains in key country markets.

This best practice provides some ways integrated marketing communications has been used by ANA members to establish a local relevancy of a global brand.

IBM’s Global Procurement Team Leader, Richard Giuliani, discusses how two distinct divisions, Global Event and Global Procurement, worked together in order to deliver value to IBM’s customer events program.

This Wordbank white paper provides introductory guidelines for clients whose products and services will be marketed beyond their domestic market. It focuses on the key elements of international communication – content and design.

This Wordbank white paper examines the main linguistic and cultural drivers that can affect global marketing and how these influence responses to international markets. It also offers best practice advice for tackling multicultural advertising, direct mail and websites.

This Wordbank white paper gives a brief review of the two approaches to advertising and marketing communications localization.

Additional data supporting Robert Coen's bi-annual advertising expenditure forecast.

This presentation compares and contrasts the US in relation to the rest of the world in areas such as ad spend, multi-channel penetration, and broadband usage.