Multinational Campaigns

Insights on cross-border marketing campaigns

Multinational Campaigns

Stephen Whiteside, Event Reports, Brand2Global Webinar, August 2015

This event report outlines how Dell, the technology group, translates its marketing content in overseas markets – a difficult task given it aims to work in 28 languages.

Aakriti Goel, Warc Exclusive, July 2015

This article looks at the changing nature of Indian festivals, which are increasingly absorbing global influences in line with other areas of Indian society.

Imaad Ahmed, Event Reports, Cannes Lions, June 2015

This event report looks at some of the ways that fast food chain McDonald's is addressing the various challenges it faces around the world.

Low Lai Chow, Event Reports, Asian Marketing Effectiveness & Strategy, June 2015

This event report looks at how biscuit brand Oreo adapted a North American campaign to the Chinese market.

Michael Griffiths and William Landell Mills, TNS, Intelligence Applied, June 2015

This report sets out a model for cultural comparison based on different concepts of the 'ideal man' from around the world.

Poonam Kumar, WPP Atticus Awards, Merit, Advertising, 2015

This article explains how brands can use metaphor to build an emotional connection with consumers.

Dr Sue Mizera and Alessandra Cotugno, WPP Atticus Awards, Highly Commended, Branding and Identity, 2015

This article explores how brands are adapting from Western to Eastern markets - and vice versa - and pulls out some best practices for success in a different market.

Erwin Flores , Warc Prize for Social Strategy, Entrant, 2015

This case study explains how Cornetto, the ice cream brand, created a global campaign to target teenagers, and then adapted it locally to build relevance.

Julia Lee and Erwin Flores , Warc Prize for Social Strategy, Entrant, 2015

This case study describes how Magnum ice cream relaunched its core variants by exploiting the social buzz of the Cannes Film Festival.



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