Multinational Campaigns

Insights on cross-border marketing campaigns

Multinational Campaigns

Aakriti Goel, Warc Exclusive, July 2015

This article looks at the changing nature of Indian festivals, which are increasingly absorbing global influences in line with other areas of Indian society.

Imaad Ahmed, Event Reports, Cannes Lions, June 2015

This event report looks at some of the ways that fast food chain McDonald's is addressing the various challenges it faces around the world.

Low Lai Chow, Event Reports, Asian Marketing Effectiveness & Strategy, June 2015

This event report looks at how biscuit brand Oreo adapted a North American campaign to the Chinese market.

Michael Griffiths and William Landell Mills, TNS, Intelligence Applied, June 2015

This report sets out a model for cultural comparison based on different concepts of the 'ideal man' from around the world.

Julia Lee and Erwin Flores , Warc Prize for Social Strategy, Entrant, 2015

This case study describes how Magnum ice cream relaunched its core variants by exploiting the social buzz of the Cannes Film Festival.

Erwin Flores , Warc Prize for Social Strategy, Entrant, 2015

This case study explains how Cornetto, the ice cream brand, created a global campaign to target teenagers, and then adapted it locally to build relevance.

Effie Worldwide, Finalist, North America Effies

This case study explains how Chevrolet, the car manufacturer, used its sponsorship of Manchester United Football Club to connect with fans around the world.

Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how Red Bull Media House is drawing on its unparalleled expertise in content creation to help other brands engage consumers.

Thomas Aichner and Frank Jacob, International Journal of Market Research, Vol. 57, No. 2, 2015
This article aims to provide a model with which to measure the degree of corporate social media use or, in other words, the extent to which companies are exploiting the potentialities of single or multiple social media platforms. This is, however, explicitly different from using metrics to assess the success of social media activities, as it is purely measuring how intensively a pre-defined group of social media is utilised, taking into account the frequency of social media activity by the brand as well as the related user reactions.



Multinational Campaigns

Key trends and theories of cross-border approaches


Global planning

How to bond central ideas to local executions


Stella Artois 5%: Let's talk about relationships

A new approach to global brand management



The new world order for global brands


Havana Club: Nothing Compares to Havana

Euro Effies winner repositions a rum brand across the region