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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 describes how the shoe brand Dune redesigned its stores to bring a 'wow' factor, drive footfall and communicate its fashion credentials alongside its affordability with allusions to the catwalk that drew focus to the product itself.

Case Study

This case study details how Orangina, the Suntory-owned French juice drink, reversed a decline in sales in the UK by calling back to the brand's history, harnessing its vibrancy and restoring its premium status.

Case Study

This case study describes how the Donkey Sanctuary, a British charity, used a new design language to align its various brands to help grow the charity in a declining market.

Case Study

This paper describes a global research project for PayPal, the online payment service, which sought to contemporise the brand and align it with people's attitudes to money.

Case Study

This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

Case Study

This case study describes how Twinings, a tea marketer, packaged its new premium Discovery Collection to appeal across multiple global markets.
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Article

This event report discusses how Cath Kidston, the British retailer, retains certain British traits as part of its identity, capitalising on moments of international interest in the brand's country of origin.

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.

Article

This article suggests 5 steps to developing a flexible, adaptable strategy for e-commerce, through insight that creates a solid case, and constant improvement.
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  1. 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.

  2. 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.

  3. 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.

  4. Article

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

  5. Article

    This article discusses how Mondelez is using a new client-agency approach - Fly Fearless - to drive greater creativity in its marketing.

  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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