Smirnoff Nightlife Exchange: Big and little planning

Orlando Hooper-Greenhill

The planning for Smirnoff's 'Be there' campaign created a central idea for an international nightlife event that local markets could tailor to suit local tastes.

Three years ago, I wrote an article for this publication (Admap, March 2009) about global brand planning. It was a bit of a rant about two things really. Firstly, about why this part of the planning discipline really ought to be a much larger part of the discussion, which at the time appeared entirely obsessed with tweets, blogs, trendy T-shirts, and digital ninjas. Secondly, it was about the terrible lack of help the terms 'global' and 'local' were offering in our pursuit of understanding what global planning was, and how to do some of it.