Global planning: Winning in the post-geographic age

Martin Weigel

The majority of the work done at Wieden+Kennedy Amsterdam is actually done in markets not in the Netherlands.

Winning in the post-geographic age

Martin WeigelWieden+Kennedy

Martin Weigel reveals how Wieden+Kennedy in Amsterdam creates global work for the likes of Nike and Coca-Cola and offers some tips for developing multi-market strategies.

Developing work for 'export' is of course nothing unusual. That said, Wieden+Kennedy Amsterdam is an unusual office, in that the vast majority of its output is designed not for the Netherlands, but for somewhere else. That somewhere else can encompass 70-plus markets across all continents. It can encompass an entire region or continent other than our own. Or it can be designed for just one single market...

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