Dave D. G. Centeno, Journal of Advertising Research, Vol. 61, No. 4, 2021, pp. 414-435
This study examined the combinative effects of dynamic cultural mindsets—ethnocentrism and xenocentrism—on the brand and endorser origin contingencies on eliciting favorable attitudes toward the advertisement.
Coca-Cola’s new brand platform, Real Magic, a global campaign that will need to tread carefully to resonate around the world – Faris Yakob takes us inside the tensions of designing strategy on a worldwide scale that will play locally.
Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021
In the US, NASA, a government agency, launched a media campaign to create a groundswell of enthusiasm for space exploration through positive media engagements, thus ensuring uninterrupted support of signature NASA programs.
The Olympic Games isn’t just a showcase for sporting prowess. It’s also a platform for global marketing, providing a beacon of best practice to which ambitious international brands – irrespective of how big they are, or how long they’ve been established – can aspire.
Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021
LEGO, a brand of plastic construction toys, launched its Green Instructions campaign in Poland, whereby it included additional instructions to existing LEGO sets which made objects more environmentally friendly.
Does the gravity of the coronavirus pandemic and battles for social justice call for brands to take a serious approach to their advertising? Or should they use humour to lighten the mood, stand out and provide some escape?
IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Haig Club, a whisky brand, launched its whisky among young drinkers in the UK by creating a business partnership with David Beckham, and launching a bottle redesign and a new formula of whisky to suit a younger market.
An international presence allows brands not only to broaden their footprint into fast-growing markets, but also protect against the impact of an economic slowdown at home - Graham Staplehurst explores the results of new Kantar research into the brands that have succeeded and those that have not. Research from BrandZ shows that the ability to capitalise on the strengths of the country of origin plays a major part in a successful export strategy.
Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999
This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.