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Key reading


Global planning: Winning in the post-geographic age

Martin Weigel, of Wieden + Kennedy Amsterdam, discusses planning across markets. The majority of the agency's work is actually done in markets not in the Netherlands. He advocates avoiding snobbery, focussing on the universal, travelling extensively and investing in relationships.
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Smirnoff Nightlife Exchange: Big and little planning

A campaign showing there is no such thing as a global marketplace, and that most brands are not global.

Global goes local: Brands without borders

Why brands should have a few core global constants and then allow for flexibility according to local markets.

The death of the global campaign

Peter Field argues that local insights and cultural specificity will be crucial to the future of global marketing.

Planning to go global

This classic paper from Rita Clifton sets out a methodology for planning international campaigns.

Latest case studies

MasterCard: Rugby World Cup 2015: 44 Days of Crazy

This case study explains how MasterCard, the financial services company, created '44 days of craziness' to connect with rugby fans during its sponsorship of the Rugby World Cup.

Inspired By Iceland: Ask Gudmundur: The World's First Human Search Engine

This case study explains how Promote Iceland, the country's tourist board, recruited ordinary Icelanders to answer prospective tourists' questions.

DHL Africa: #AfricaAsOne

This case study demonstrates how DHL Africa, which is part of the world's leading postal and logistics company, Deutsche Post DHL Group, leveraged its Official Logistics Partner for Rugby World Cup 2015 status in Africa.

Gatorade: Don't Go Down

This case study describes how Getorade, a sports drink developed in the US, boosted Getorade's brand image by releasing a film featuring footballer Lionel Messi.

Latest articles

Project Everyone: How the UN targeted a campaign at 7bn people in seven days

This article discusses a global campaign for the United Nations, which aimed to reach everyone on earth in a week with news of its Sustainable Development Goals.

City Football Group On Taking Sports Brands Global

The article explores how City Football Group, owners of Manchester City FC, are expanding their brand globally in North America and Asia.

Multidimensional structures of brand and country images, and their effects on product evaluation

Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix.

Congruency of humour and cultural values in print ads: Cross-cultural differences among the US, France and China

International advertisers routinely struggle to adapt humorous ads for the domestic markets of different countries.

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Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200