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Multinational campaigns

As the business world has become more globalised, advertisers have sought to market on a multinational basis. Multinational marketing is complex and requires open, innovative thinking and extensive planning. The key contextual distinction that exists within the concept of multinational marketing is the global and the local. Arguments for a standardised global approach point to cost effectiveness and integrity maintenance, while those in favour of local adaptation cite higher returns and brand equity levels.

Key Reading

Important papers from across the Warc database

Martin Weigel, of Wieden + Kennedy Amsterdam, discusses planning across markets. The majority of the agency's work is actually done in markets not in the Netherlands. He advocates avoiding snobbery, focussing on the universal, travelling extensively and investing in relationships.
A guide for planners working in a unique field of strategy: planning the strategies of global brands.
Why brands should have a few core global constants and then allow for flexibility according to local markets.
Peter Field argues that local insights and cultural specificity will be crucial to the future of global marketing.
This classic paper from Rita Clifton sets out a methodology for planning international campaigns.

Case Study

This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Case Study

This case study explores how LG Centrum System, part of LG Electronics, a South Korean multinational electronics company, ran an international campaign across countries including Germany, France, Spain, Russia, the US and the UK, to launch its new washing machine.

Case Study

This campaign explores how BMW Group, the German car manufacturer, launched a worldwide campaign, following a live event in Germany, to coincide with its 100-year anniversary.

Case Study

This case study explores how Ford Denmark, the automaker, launched an online campaign to demonstrate how cars can be a space within which difficult topics are discussed.

Case Study

This case study explores how American entertainment company Netflix successfully launched its new TV show Narcos by using modular marketing to target a variety of audience groups.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.
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Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

Article

This article, which is based on research by the CMO Council, outlines the challenges facing brands as they seek to adapt their marketing for audiences in different geographies and across a diverse slate of media channels.

Article

This article explores the avoidable mistakes that have been known to damage, or worse, kill a brand, and discusses the measures that can be taken to evade these dangers.

Article

This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Article

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

Article

The article explores how City Football Group, owners of Manchester City FC, are expanding their brand globally in North America and Asia.
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  1. Article

    This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

  2. Article

    This article explores the avoidable mistakes that have been known to damage, or worse, kill a brand, and discusses the measures that can be taken to evade these dangers.

  3. Article

    This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

  4. Article

    This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

  5. Article

    This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.

  6. Article

    Can science help brands grow? Mars, Inc. has embarked on a program to apply the marketing laws originally developed and promoted by Andrew Ehrenberg.
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