Building global brands that last: Insights from the WFA/ANA Global Marketing Conference

Geoffrey Precourt

The 2012 Global Marketing Conference in New York pulled together some of the world's biggest brands to discuss the key themes facing marketers around the world.

The conference, jointly organized by the World Federation of Advertisers (WFA) and the Association of National Advertisers (ANA), included speakers from Coca-Cola, Unilever, L'Oréal, Brown-Forman and Anheuser-Busch InBev.

Two overarching themes ran through their presentations:

1. Brands are looking for new ways to connect with consumers across multiple markets. That means standing for something, and being prepared to back up that positioning with demonstrable long-term investment in making people's lives better.

2. Brands need new ways of managing their marketing function across international markets. This involves new methods of knowledge-sharing and budget allocation.

Brands with a social mission: Luta and Unilever