Global Brand Marketing
Social Media in Context, Part One
This report from Kantar explores new trends impacting social media, challenges in measuring social media, and the explosive growth of social networking in China.
Visa: Going Global 'y' Local
Antonio J. Lucio, global chief marketing, strategy, and corporate development officer, Visa Inc., discussed how Visa is combining global and local strategies to achieve worldwide success.
Visa: Going Global “y” Local
Antonio J. Lucio, global chief marketing, strategy, and corporate development officer, Visa Inc., discussed how Visa is combining global and local strategies to achieve worldwide success.
Visa: Going Global “y” Local
Antonio J. Lucio, global chief marketing, strategy, and corporate development officer, Visa Inc., discussed how Visa is combining global and local strategies to achieve worldwide success.
A Sense of Purpose
Marc Pritchard helps P&G drive results by putting a compassionate human touch on marketing. His embrace of "purposeful marketing" has inspired his contemporaries to pay attention to what this represents in 21st century brand management.
DuPont Creates Deeper Connections Through Integrated Campaigns
Otto Bell, creative director, OgilvyEntertainment, and Erich Parker, global director, strategic corporate communications, DuPont, discussed DuPont's new global brand campaign.
China to Surpass Japan in Total Media Spending This Year
According to this eMarketer report, by the end of 2011 China will become the second largest ad market in the world.
Get Going with Green: Closing the Sustainability Gap
OgilvyEarth examines the large sustainability gap in China and takes an in-depth look at the differences between the actual behaviors of people versus their claims about sustainable behavior.
Building Efficiencies into Global Campaign Implementation
Ken Epstein, director of advertising, Electronic Arts (EA), and Kevin Freedman, CEO, Freedman International Inc., demonstrated how EA was able to drive savings and efficiencies in the implementation of its global advertising campaigns.
FM Global’s Measurement Strategy Process
Roberta Butler, vice president, brand management, FM Global, discussed how FM Global created a brand scorecard to measure the work the company was doing in the German market.
Global Advertising Clearance in a Digital World
A panel of industry experts from New Zealand, Russia, the U.K., and Venezuela discussed the virtual potholes present in global digital campaigns and how they can be managed.
Coca-Cola: Serving Refreshing Innovation One Market at a Time
Joseph V. Tripodi, chief marketing and commercial officer, The Coca-Cola Company, discussed how Coca-Cola’s marketing plans are geared towards finding the place where brand love and brand value intersect.
Coca-Cola: Serving Refreshing Innovation One Market at a Time
Joseph V. Tripodi, chief marketing and commercial officer, The Coca-Cola Company, discussed how Coca-Cola’s marketing plans are geared towards finding the place where brand love and brand value intersect.
Coca-Cola: Serving Refreshing Innovation One Market at a Time
Joseph V. Tripodi, chief marketing and commercial officer, The Coca-Cola Company, discussed how Coca-Cola’s marketing plans are geared towards finding the place where brand love and brand value intersect.
Turning a Global Powerhouse into a U.S. Brand
Bill Stabile, senior director, brand & marketing communications, Siemens Corporation, shared the strategy behind Siemens' attempts to Americanize their brand and break down silos within the company.
The Greening of America
Kathryn Barrett Park, senior counsel for advertising and brand management, General Electric Company, and Jeffrey Greenbaum, partner, Frankfurt Kurnit Klein & Selz PC, took marketers though what is cold, warm, hot, and green in environmental marketing.
Kraft Case Study: Global IMC Awards and Hockeyville
Edward Bayer, director, media planning, Kraft Foods, Inc., discussed Kraft's Global IMC Awards program, which celebrates the most impactful and innovative integrated marketing campaign plans across all Kraft brands worldwide.
He's Lovin' It
In this article Eric Leininger, the master of consumer insights at McDonald's, discusses how he is helping the Golden Arches shine brighter on a global scale.
Today's Consumers—What Do They Want from Brands?
Nike Brand CMO Joaquin Hidalgo and R/GA Chairman and CEO Bob Greenburg discussed how Nike works to engage consumers.
Make a Grand Entrance
This article provides five strategies for successfully building brand awareness in developing markets. Includes a case study of Tide.
