Global Brand Marketing
Turkcell, the largest cell phone company in Turkey, created a rich media ad for tablets to promotes its platinum membership program.
Vaseline used an iPad advertising campaign to grow brand awareness in Turkey among young women and to remind consumers of the need to use body lotion daily.
Mexico’s Tourism Council created mobile apps, a mobile website, and a mobile magazine to help encourage tech-savvy travelers to come to Mexico.
Kraft Foods Germany launched a mobile ad campaign on Germany’s largest QR-Code scanning mobile application, barcoo, to promote their Philadelphia cream cheese flavored with Milka chocolate.
Mark Weinstein, vice president, strategy and loyalty at Hilton Worldwide, discussed how Hilton is driving better customer experiences through its loyalty program, by personalizing engagement with smart data, and by utilizing mobile and social technology.
Ron Barasch, senior director, product marketing, and Shannon Riordan, marketing director at Yodlee, discussed how the company created a new brand identity and messaging platform based on an authentic and credible sense of what’s uniquely “Yodlee.”
In this presentation, Ron Barasch, senior director, product marketing, and Shannon Riordan, marketing director at Yodlee, discussed how the company created a new brand identity and messaging platform based on an authentic and credible sense of what’s uniquely “Yodlee.”
Shiv Singh, global head of digital at PepsiCo Beverages, discussed Pepsi’s approach to leveraging digital and social media, including its Facebook, Twitter, and real-time marketing tactics.
Robert Blackwell, Jr., president of Killerspin LLC, discussed Killerspin’s Unplug and Play campaign as well as their partnership with the Chicago International Table Tennis Festival.
In this presentation, Robert Blackwell, Jr., president of Killerspin LLC, discussed Killerspin’s Unplug and Play campaign as well as their partnership with the Chicago International Table Tennis Festival.
BabyCenter surveyed over 1,250 moms living in Canada to determine the role that social media plays in their lives.
BabyCenter surveyed over 1,700 mothers living in the U.K. to determine the role that social media plays in their lives.
As a result of the 2008 global economic recession, 64% of consumers in the U.K. now participate in loyalty programs and 66% use coupons or vouchers when shopping.
Jim Beam wanted to re-energize the brand and reach new customers. In 2011, they launched Devil's Cut, a unique bourbon extracted from the barrel wood and aged 6 years. Through a multi-channel global campaign, the launch was a great commercial success, exceeding volume sales by over 50 percent.
To create a campaign that would stand out among all the other Olympic advertising, Febreze decided to forge a unique sponsorship of the Azerbaijani Wrestling Team to demonstrate to moms how Febreze can take on even the toughest sports odors.
Starting with the London 2012 Summer Olympic Games, Procter & Gamble announced it would sponsor the Olympics for the next 10 years, and Febreze took this opportunity to promote the Air Effects product in North America by educating people on how Febreze Air Effects was truly different from the competition.
O-I makes most of the world’s glass bottles and jars. But brand managers have been shifting to plastic, destroying O-I’s market share along with the health of our planet. The “Glass Is Life” campaign emerged from a subconscious love for glass to become a global sensation, targeting brand managers and their consumers.
For 175 years, P&G, the company, was always the silent giant behind its many powerful brands. The Olympics gave P&G an opportunity to have a point of view that would resonate with millions of people. P&G is not in the business of helping athletes be better athletes. But they are in the business of helping their moms. P&G would celebrate mom and thank her for all that she does.
In 2011 Capital One started offering credit cards in Canada’s French-speaking province of Quebec, where the brand was virtually unknown, and almost everyone already had credit cards. The Coureurs des bois campaign was built on the insight that Capital One had to position its competitors as the "Old Way", and itself as the "New Way" to pay in Quebec.
Meritxell Guitart, president of Hogarth Americas, Barry Jones, CEO of Hogarth Worldwide, and Crystal Ryu, associate manager of global procurement at Mattel, Inc., discussed Mattel’s journey beyond decoupling, along with some examples of how the brand was able to reach customized solutions to various business problems.