Smirnoff Nightlife Exchange: Big and little planning

There is no such thing as a global marketplace and most brands are not global. This is where the division between 'big' and 'little' planning comes in.

Smirnoff Nightlife Exchange: Big and little planning

Orlando Hooper-GreenhillJWT

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...