Global Brand Marketing
China's media and technology spending will reach $256 billion in 2014, despite seeing a decline in growth for its overall economy.
Florian Gmeiner, head of marketing for the Americas at Lufthansa Group, and Sharon Napier, chief executive officer of Partners + Napier, shared how Lufthansa built a customized global agency network and how the member agencies work together to achieve a common goal.
In this presentation, Florian Gmeiner, head of marketing for the Americas at Lufthansa Group, and Sharon Napier, chief executive officer of Partners + Napier, shared how Lufthansa built a customized global agency network and how the member agencies work together to achieve a common goal.
A Smarter Planet and the Coming of Age of a Whole New Generation of Intelligent Systems and Technology
IBM and Ogilvy shared examples as to how their companies have retained an effective partnership spanning more than 20 years.
In today’s digital and social media-driven world, consumers have the world at their fingertips, but are men and women’s fingers doing the same thing? A closer look into today’s rapidly evolving digital behaviors highlights the differences between what engages men and women—as well as how they react (or don’t) along the way.
Drawing on insights from the IPA Databank, this report identifies successful cases, flags future issues for food and drink businesses, and predicts ways to keep marketing effectively in these sectors.
Allegra Burnette, creative director of digital media at the Museum of Modern Art, shared case studies from the museum’s exploration of mobile apps, cross-device digital experiences, and mobile revenue generation.
In this presentation, Allegra Burnette, creative director of digital media at the Museum of Modern Art, shared case studies from the museum’s exploration of mobile apps, cross-device digital experiences, and mobile revenue generation.
Ajit Sivadasan shared key insights and lessons on how Lenovo leveraged modern marketing tactics to increase sales globally.
John Costello, president of global marketing and innovation at Dunkin’ Brands, discussed career longevity, global brand building, and creating a culture of creativity and innovation.
Google partnered with Ipsos to discover how wealthy shoppers around the world research and buy luxury goods. Looking across three different markets in nine countries, they found that these wealthy consumers are among the most digital-savvy.
Internationalism, instant gratification and the fast life, drawing the boundaries for digital, and prevention are the big four movements for 2014 identified as trends by market research firm Mintel’s new Consumer Trends Analysis.
In order to keep up with a rapidly changing market, it’s crucial for brands to constantly seek new ways to innovate and evolve, not only in messaging, but as a company. In this Insight Brief, top marketers discussed the challenges, opportunities, trends and best practices involved in creating a truly innovative marketing campaign.
This issue of the IJMM features articles about QR codes, mobile gaming, U.S. Hispanic mobile adoption, and mobile brand interaction in Southeast Asia.
The Nielsen Global Survey of Consumer Shopping Behavior included more than 29,000 online respondents in 58 countries. The findings shine a light on how consumers shop and what drives category purchasing.
This issue of the IJMM revisits mobile marketing in Canada in a special section of articles, case studies, and commentaries. Other articles include research of Gen Y's attitude to in-app advertising, consumer perceptions of smartphones, and young consumers’ responses to mobile ads that use different types of interactivity.
Joseph V. Tripodi, executive vice president and chief marketing and commercial officer of The Coca-Cola Company, discussed how cultural leadership isn't just about the power of advertising, it's Coca Cola's ability to engage in real issues that affect the world.
The Coca-Cola Company re-invented itself and its message to connect with Millennials around the globe.
To shift the definition of what an “island vacation” means in the minds of consumers, British Airways and Visit Britain created a mobile campaign based on an iconic London sight — the Royal Guards — that encouraged viral buzz.
To encourage non-athletes to start running, adidas created a rich media mobile campaign to promote its latest running shoe.