How to develop an effective global brand strategy
Where to start
Where I began
I joined BBH in 1985 to work on Levi's across Europe. At that time doing multi-national campaigns was an exception. It was seen as the province of lowest common denominator work. Capable of only the bland. In a sense I took a chance working on the Levi's account.
When I left BBH, some 28 years later, global and multi-national work across Europe was over 50% of the company's revenue. It was a de facto part of a planner's life, certainly of a senior planner's life. More importantly it was also the canvas on which some of the agency's biggest ideas could be played. In fact, the very size of the challenge inspired bigger thinking and bigger ideas.