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

ZCom: Re-engineering a complex business around the customer

This case study describes how Zurich Insurance set up an online community to create a better experience for its customers.

BBC Worldwide: Turbocharging marketing with insight

This case study demonstrates the way innovative insight was transformed, shared and ultimately put at the centre of the decision-making process at BBC Worldwide, the broadcasting company.

Shell Lego: Created by Us, built by You

This case study shows how Shell V-Power, a global premium fuel brand, increased market penetration and consumer preference by offering exclusive LEGO Ferrari model sets with fuel purchase.

HSBC: Together We Advance

This case study demonstrates the approach used by HSBC, the bank, to understand its Emerging Affluent audience in order to build successful global customer propositions.

Latest articles

Tech Trends 2016: Understanding the driving forces behind the connected consumer

This article examines ten tech trends that will impact brands, business and connected consumers in 2016 and beyond.

7 ways to engage sports fans

This article explores ways to engage sports fans through opportunities presented by the inherent sociability, live TV, eSports, and expansion.

Adstats: International Ad Forecast

This brief article rounds up the international forecasts for 2016.

Global Marketing Index, January 2016: Marketing budgets rise strongly in Europe

This article summarises the results of the Global Marketing Index (GMI) for January 2016, when marketing activity continued at a solid rate of growth.

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