Multinational Campaigns

Information and insights on cross-border marketing campaigns

Multinational Campaigns


Jordan Stone and Steve Cobelli, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how the performance car manufacturer, Jaguar, activated its social media strategy in the UK and globally in order to improve the familiarity and appeal of the brand. The campaign also sought to resonate with the brand's primary audience: the 'Enlightened Entrepreneurs'.

Vanessa Coelho, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Twentieth Century Fox, the film corporation, promoted its movie 'Life of Pi' in the UK, Germany and Italy through Yahoo!, the internet company. The film was about a boy who survives a shipwreck, only to find himself lost at sea in the company of a Royal Bengal tiger.

Allyson Stewart-Allen, Market Leader, Quarter 2, 2014
This article discusses some of the challenges for US companies seeking to expand in China. China represents a huge opportunity for western brands as its import market is now worth over $1.9 trillion.

Design Business Association, Silver, Design Effectiveness Awards 2014
This case study looks at how IOR, a corporate interiors and furniture supply company in the UK, created a new brand that would allow them to address new high net worth clients, both nationally and globally. The smaller, mid-sized fit-out projects that had traditionally been IOR's client basis was becoming increasingly competitive, so IOR looked to projects of £1m+ for growth.

Design Business Association, Bronze, Design Effectiveness Awards 2014
This case study describes a limited edition packaging design for Beefeater London Dry Gin, the alcoholic drink owned by Pernod Ricard, for sale during the 2012 Olympic Games. The design was limited by not being able to directly reference the Olympic Games nor change the bottle structure, and it had to include the iconic Beefeater yeoman.

Design Business Association, Bronze, Design Effectiveness Awards 2014
This case study describes how Shell, the energy giant, used social media to promote an event in Rotterdam, the Netherlands. The eco-event invited students from high schools and colleges to design and build a vehicle, and the one that could run furthest on a litre of fuel would be declared the winner.

Case Study

Croots rebrand
Design Business Association, Gold, Design Effectiveness Awards 2014
This case study describes how a new brand, Croots, was created for AC Supplies, a English maker of canvas and leather bags and accessories. The brand identity needed to represent English provenance, craftsmanship, quality and value for money and its design was inspired by marquetry found on shotgun barrels.

Design Business Association, Gold, Design Effectiveness Awards 2014
This case study explained how Help, a challengers OTC pharmaceutical brand in the US, used a packaging redesign to differentiate itself. The brand sought to provide simple solutions to problems, with its products each containing one active ingredient and without dyes or coatings.

Design Business Association, Silver and International Prize, Design Effectiveness Awards 2014
This case study describes how Deutsche Homoopathie-Union (DHU), a company which makes homeopathic products for babies and small children, created a global umbrella brand called Mama Natura. The company had a large range of products with different brand names in different markets, and wanted to consolidate these under one brand identity.

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