Multinational Campaigns

Insights on cross-border marketing campaigns

Multinational Campaigns

David Tiltman, Event Reports, APG Big Thinking on Strategy, October 2014
This event report explores the marketing needs of two new types of brand, global brands and disruptive, tech-driven brands. Rather than making a global culture, technology has made more vibrant local cultures - so brands have to adapt products and marketing. bLocal culture has become a creative multiplier for global brands, making something new from the combination of blogal brand and local culture.

Low Lai Chow, Event Reports, The APPIES, August 2014

This event report looks at how Heineken has tackled the marketing of a global brand in local markets across Asia.

Sonya Misquitta and Dheeraj Sinha, Market Leader, Quarter 4, 2014

This article sets out some of the mistakes made by multinational food companies launching products in emerging markets, and explains how to avoid them in the future.

Sonya Misquitta with Dheeraj Sinha, WPP Atticus Awards, Highly Commended, Strategy, 2013

This article sets out five principles for international companies wanting to create a successful food brand in India.

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.



Multinational Campaigns

Key trends and theories of cross-border approaches


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How to bond central ideas to local executions


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A new approach to global brand management



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Havana Club: Nothing Compares to Havana

Euro Effies winner repositions a rum brand across the region