You have already chosen to receive updates on this topic.

you can review you topic selection in Your Warc.

OK

Your topic selection has been saved successfully.

You'll now receive a weekly Topic Update email when there's new content on this topic.

You can review your topic selections in Your Warc.


OK

You will receive a weekly email whenever there’s new content on this topic.

 

You can review the topics you follow in Your Warc.


Key reading

Multinational

Global planning: Winning in the post-geographic age

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.
Not a subscriber? Download this sample

Smirnoff Nightlife Exchange: Big and little planning

A campaign showing there is no such thing as a global marketplace, and that most brands are not global.

Global goes local: Brands without borders

Why brands should have a few core global constants and then allow for flexibility according to local markets.

The death of the global campaign

Peter Field argues that local insights and cultural specificity will be crucial to the future of global marketing.

Planning to go global

This classic paper from Rita Clifton sets out a methodology for planning international campaigns.


Latest case studies

Johnnie Walker Blue Label: "A gentleman's wager" viral campaign

This case study describes how Johnnie Walker repositioned itself in the post-Global Financial Crisis (GFC) luxury category by subverting the norms of deluxe whiskies and emphasising its credentials.

Buster Plughole Care: Because plugholes need love too

This case study describes how Buster became the UK's number one brand of plughole unblockers and fresheners by reinventing its image and taking a specialist approach.

GREAT Britain Campaign: Creating impact for Britain around the world

This case study describes how the Government's GREAT Britain campaign differentiated the UK as a premier destination for tourism, education and inward investment by presenting the familiar and the new in a unified and surprising way.

Heineken: Cities of the world

This case study details how Heineken, the international beer brand, translated a global strategy into 111 local markets.

Latest articles

Persil: Free the Kids

This article reveals how Persil, the laundry detergent brand, found a fresh insight that would revive its 'Dirt is Good' campaign and resonate across markets.

Flying Fearless: How Mondelez’s new client-agency model is driving increased creativity

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

Project Everyone: How the UN targeted a campaign at 7bn people in seven days

This article discusses a global campaign for the United Nations, which aimed to reach everyone on earth in a week with news of its Sustainable Development Goals.

Consumers don't exist, people do! How to speak to people within their cultural context

This article explains Unilever's Good 2 Great Communications initiative, which encourages marketers to go beyond the limits of category and country, and create resonant advertising that speaks to people within their cultural context.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com