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Global, multinational advertising

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Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

Case Study

This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Case Study

This campaign explores how BMW Group, the German car manufacturer, launched a worldwide campaign, following a live event in Germany, to coincide with its 100-year anniversary.

Case Study

This case study explores how Ford Denmark, the automaker, launched an online campaign to demonstrate how cars can be a space within which difficult topics are discussed.

Case Study

This case study explores how LG Centrum System, part of LG Electronics, a South Korean multinational electronics company, ran an international campaign across countries including Germany, France, Spain, Russia, the US and the UK, to launch its new washing machine.

Case Study

This case study explores how American entertainment company Netflix successfully launched its new TV show Narcos by using modular marketing to target a variety of audience groups.

News

GLOBAL: Becoming a successful global brand requires an understanding of local cultures, lifestyles and ideologies, according to two industry figures.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

News

HAVANA: Although the US trade embargo on Cuba still exists, a new report from Kantar Millward Brown advises international brands to take a serious look at the opportunities the country presents.

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.

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

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 Canada Goose, a clothing manufacturer, launched its first global advertising campaign through a short film.

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.

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.

Research Paper

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.

Case Study

This case study demonstrates how FedEx, one of the biggest courier delivery service companies in the world, achieved a stronger connection with Millennials in the US by focusing its communications around what matters to its target audience.

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 Unilever's packaged food brand Knorr changed its relationship with, and relevance to, Millennials with an online tool that identified the user's "flavour personality".

Case Study

This case study describes how Prada Group, an Italian fashion company, repositioned its brand and evolved perceptions of the company.

Case Study

This campaign study shows how PepsiCo, a food and drinks brand, sponsored a large scale sports event in order to build brand equity and increase sales in the UK.

Case Study

This case study shows how Samsung, a technology brand, created a reactive content campaign to deliver high quality information around its Olympics sponsorship.

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.