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 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,...

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