Multinational Campaigns

Insights on cross-border marketing campaigns

Multinational Campaigns

Stephen Whiteside, Event Reports, Internet Retailer and Conference Exhibition, June 2014

This event report discusses the role that ecommerce plays for Puma, the sporting goods group.

Brian Carruthers, Event Reports, Marketing Week Live, June 2014

This event report outlines how Diageo, the alcoholic drinks company, approaches power brand building across global markets.

Case Study

Evian Baby&Me
Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes an international campaign by Evian, the bottled water, which reinforced its 'youth' brand.

Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2014

This case study describes how Lurpak, the butter brand, created a global brand positioning based on a universal food truth around the joy of cooking for food lovers.

Case Study

evian Baby&Me
Effie Worldwide, Gold, North America Effies 2014

This case study describes a global campaign by bottled water brand Evian, which invited people to meet their 'inner baby', a new take on the brand's long standing 'youthful' messaging.

Jordan Stone and Steve Cobelli, Warc Prize for Social Strategy, Entrant, 2014

This case study describes how the performance car manufacturer, Jaguar, activated its social media strategy in the UK and globally in order to improve the familiarity and appeal of the brand.

Vanessa Coelho, Warc Prize for Social Strategy, Entrant, 2014

This case study explains how Twentieth Century Fox, the film corporation, promoted its movie 'Life of Pi' in the UK, Germany and Italy through Yahoo!, the internet company.

Allyson Stewart-Allen, Market Leader, Quarter 2, 2014
This article discusses some of the challenges for US companies seeking to expand in China. China represents a huge opportunity for western brands as its import market is now worth over $1.9 trillion.

Design Business Association, Gold, Design Effectiveness Awards 2014
This case study describes a packaging redesign by Plymouth Gin, the alcohol brand owned by Pernod Ricard, which focussed on communicating its brand story and premium positioning.



Multinational Campaigns

Key trends and theories of cross-border approaches


Global planning

How to bond central ideas to local executions


Stella Artois 5%: Let's talk about relationships

A new approach to global brand management



The new world order for global brands


Havana Club: Nothing Compares to Havana

Euro Effies winner repositions a rum brand across the region