IN THIS ISSUE:
Redefining the Power & Significance of Prestige Brands: JP Kuehlwein and Wolfgang Schaefer outline a complete rethinking of brand value in a purpose-driven, social media world, as well as the significance of changing one's view of "prestige.
Six Degrees of Integration for Marketer-Agency Alignment: Greg Paull looks at new models for managing partnership relationships in a changing agency world.
From Smart Phone to Smart Bottle, Johnnie Walker Now Sends Personalized Messages: From this year's Mobile World Congress in Barcelona... Printed sensor tags and smart phone technology are changing personalization as they underscore how a brand today is as much about the product and the packaging, as it is about the capacity for data to communicate with customers and the business process itself.
MEDIA INNOVATION: New Shifts in Brand Strategy, Planning & Activation Winning case studies underscore a number of major shifts now occurring in the industry: innovative work must go beyond the traditional scope of "media solutions," purpose and passion are essential to successful programs, brand activation now takes on a much wider scope, and meaningful, shared experiences are becoming a new barometer of success.
Case studies include work from the following companies: 3M, Accenture, Addition Elle, Amway, Bank of America, Bentley, Bosch, California Garden, Canadian Olympic Committee, Canadian Tire, Canon, Carrefour, Casa Caleb, Coca-Cola, Doctors Without Borders, Domino's Pizza, Dubai Media Inc., Duracell, Emirates Airline, Esurance, Evian, Expedia, GE, HP, IBM, IKEA, IZZE, Kellogg's, Lay's, Marriott, Mars Petcare, MasterCard, McDonald's Mobily, Mondelez, Pepsi, Quebec Milk Producers, Samsung, Sephora, Shell, Standard Chartered Bank, Tishman Speyer, Tourism Montreal, Universal Pictures, Vestas Wind Systems, Volkswagen, Warner Bros. Wyeth, XBOX, Xerox, and Zizin Water.
Procurement Refocuses on Talent, Training, Trust & Transparency: Joanne Davis tackles an important shift through new Internationalist research and outlines how the Marketing Procurement functioning is now shifting to focuses on what she calls the 4T's.
GLOBETROTTERS: Chris Carmichael to head Global Media for financial giant HSBC; Silas Lewis-Meilus moves to a new digital role at McDonald's APMEA; Roberto Ricossa becomes M/D Latin America for Aruba Networks; Chris Boles transitions from Xerox to MetLife; Latha Sundaram is named Global Account Director at OMD Chicago; Christophe Mayer to head Communications at Lancel Paris.
PEOPLE & PLACES: PHOTOS!
IN THIS ISSUE:
MEET THE INTERNATIONALISTS OF THE YEAR! Celebrating the People Behind the Brands. Thirty-seven marketing leaders have been named Internationalists of the Year by The Internationalist for their outstanding marketing thinking and break-through brand communications.
They include: Irene Albert, Chloe Alsop, Dana Anderson, Simon Bradley, Roman Cepeda, Daniel Cherry, Daniela Cordua, Heather Cox, Andrea Davey, Ricardo Dias, Andy England, Martyn Etherington, Russell Findlay, Vittoria Gambirasi, Jack Haber, Kathleen Hall, Mara Hannula, David Hoffmann, Brad Jakeman, Fernando Julianelli, Liz Kamaruddin, Amitabh Kant, Chris Keith, Jeff Larson , Michelle Lee, Christina Lu, Michaela Maerkl, Jennifer McCarthy, Vineet Mehra, Olga Osminkina-Jones, Ricardo Perez, David Roman, Alexander Sneen, Jon Suarez-Davis, Hesham Tahssin, Kozo Takaoka, and Thomas van Schaik.
The Reinvention of Marketing: Fifteen individuals, who have spent the majority of their adult lives in marketing, have shared the realities and visions of their efforts in this business in a book titled The Reinvention of Marketing.
Those reinventing marketing include:
What Each European Country Does Best: Eurostat data offers some interesting facts about each of the 28 EU member states.
GLOBETROTTERS: Diego Scotti moves to a new CMO role at Verizon; Nick Brien is named CEO of Hearst's digital agency iCrossing; MediaCom promotes Toby Jenner to Worldwide COO.
HUB CULTURE: Living That Cloudy Dream in Seattle.
PEOPLE & PLACES: PHOTOS!
Who are Today’s 100 Top Marketers? MORE
International Marketers Gather in New York to Celebrate Brand Champions & Share a New Global Initiative MORE
THE CHINA 50: Recognizing China's Marketing Leaders MORE
THE LATIN AMERICAN 100 MORE
Innovators Provide Guidelines for Brand Success in Today's Complex World CLICK FOR SYNOPSIS.
Hot Markets: Industry Leaders Share Insights on Changing Asia Markets CLICK HERE
Brand Growth in a Socially Transparent World: The views of industry leaders on our changing business dynamics. MORE
Top Marketers at THE INTERNATIONALIST 100 Discuss the Reinvention of Marketing Leadership amid Global Complexity CLICK FOR SYNOPSIS.
Marketing 2014 at Half Time- World Cup & Cannes Coincide to Shape Attitudes about the Industry’s Future... MORE
Marketing & Technology's Inextricable Relationship MORE
President Bill Clinton Tells Ad Industry at Cannes they have Power to Solve World Problems MORE
Past Internationalists of the Year
2012 2011 2010 2009
Celebrating 11 years of Connect Alliance Partner Meetings
Winners in The Internationalist Awards for Innovation in Media Highlight the Emerging World, Social Causes and Purposeful Branding, B2B Wins Big; Banking is Back; Provocative Approaches Used for Hard-to-Reach Audiences; Responsible Branding Critical. (Awarded April 2013). MORE
Winners in The Internationalist Awards for Innovative Digital Marketing Solutions Highlight Use of 2nd Screen; B2B Wins Big; Mid East Shows Power of Youth; Responsible Branding Critical. (Awarded November 2012.) MORE
TOP TRENDS in Digital Marketing Solutions (Based on Awards- November 2012): 1. Global- more campaigns than ever now have truly global sweep—whether intended or not. 2. B2B campaigns are doing well in the digital world and show that they have understood B2C thinking. 3. Mobile applications without question are on the rise. 4. Gaming cannot be underestimated—in both serious messaging and in entertainment. 5. The power of Branded Content is being embraced by advertisers, especially in the digital space. 6. Social media elements are critical. 6. A Seriousness of Purpose is key. 7. Educate-- Many consumers more information. 7. Responsibility and Pride matter. 8. Recessionary thinking still fuels strategy.
Winners in The Internationalist Awards for Innovation in Media Highlight Shifting Global Centers; Auto Wins Big; Middle East Makes Mark. (Awarded May 2012.) Automotive advertising roars back with wins (some multiple) for Audi, Buick, Chevy, Chrysler, Peugeot, Volvo, and Subaru. South American entries were strong performers with wins from Brazil, Argentina, Mexico, Chile, Colombia and Miami as a regional hub. . SEE LIST OF ALL WINNERS & READ CASE STUDIES
TEN TRENDS in Media Innovation (Based on Awards- May 2012): 1. Entertainment works. 2. Reach them when the least expect it. 3. Automotive is back! 4. Latin America on the rise. 5. Social media elements are critical. 6. Niche markets can make a difference and influence mass ones. 7. A Seriousness of Purpose and responsibility matter.87. Don’t hesitate to Educate. 9. Technology enhances so many of today’s experiences. 10. Serendipity. Some winning campaigns weren’t afraid to take advantage of coincidences… often resulting in a risk that paid off.
Awards for Innovative Digital Marketing Solutions (Awarded November 2011.) OMD offices on 3 continents, plus PHD US had the greatest number of wins. Campaigns from China, India and Dubai were among the winners. The US and the UK remain strong in innovative digital thinking. Independent Agencies like Vertic and Profero placed strongly. SEE LIST OF ALL WINNERS & READ CASE STUDIES
Bombardier, Dockers and Fidelity are all Big Winners in The Internationalist Awards for Innovation in Media (Awarded November 2011.) For the 3rd straight year, Canadian and Australian work is among the top rankings; US & UK also have strong showings. Colombia sees its first award with a fun World Cup campaign for Davivienda Bank. The Integer Group in Denver outlined how they saved a company with their Victory Motorcycles campaign. Independent Agencies like Just Media and IW Group also place in the rankings.
The Grand Prix is awarded to Starcom Amsterdam for their extraordinary work in launching the Samsung 3D television in the Awards for Innovative Digital Marketing Solutions. (Awarded November 2010.) The Awards are a response to marketers asking for international best practice examples of digital solutions that enhance brands and bring results. SEE LIST OF ALL WINNERS & READ CASE STUDIES
Johnson & Johnson's Stayfree "Women for Change: Grand Prix Winner in The Internationalist Awards for Innovation in Media (Awarded April 2013) Submitted by OMD India. Women for Change showed how the Stayfree brand with UNICEF encouraged privileged women across India to improve the health and hygiene of underprivileged adolescent girls through a "support a woman" initiative. Aired exclusively on YouTube, Stayfree created a 3-minute anthem to evoke strong reactions about the plight of a girl's journey from childhood to adolescence, which resulted in nearly 1 million girls receiving aid from their more fortunate sisters. READ MORE
UTEC, the University of Technology & Engineering's "First-ever Water Billboard": Grand Prix in the Internationalist Awards for Innovation in Media (Awarded April 2013) Submitted by BPN Media Connection and MayoDraftFCB Peru. UTEC encouraged enrollment by demonstrating that innovative engineers can find real solutions to real problems. In Bujama, a small town in Southern Peru that receives almost no rainfall, a billboard was created to convert humidity to drinking water. Not only did the billboard help provide much-needed water to hundreds of families, it awoke young minds in Peru who wanted to change the world through engineering. Applications to UTEC increased 28% SEE VIDEO & READ MORE
Coca-Cola Polar Bowl: Grand Prix Winner in The Internationalist Awards for Innovative Digital Marketing Solutions (Awarded November 2012.) Submitted by Starcom MediaVestGroup. Polar Bowl showed inventive use of the phone and tablet in concert with television, which may be shifting our thinking of the “2nd screen” to a primary focus. SEE VIDEO & READ MORE
Smirnoff Nightlife Exchange Project (Diageo): Grand Prix Winner in The Internationalist Awards for Innovative Digital Marketing Solutions (Awarded November 2012.) Submitted by Profero. Not only did Smirnoff recruit a community of 10 million people across the globe to generate true social media scale, but provided unique occasions and tools for consumers to locally re-invent nightlife experiences from around the globe through a co-creation program in 50 countries. SEE VIDEO & READ MORE
Olay’s Eyes of Arabia: Grand Prix Winner in The Internationalist Awards for Innovation in Media. (Awarded May 2012.) Submitted by Starcom MediaVest Group MENA. Olay’s Eyes of Arabia -- a beauty pageant based on eyes alone--moves from the classic pageant format to a 100% digital platform that gave even the most conservative Muslim women the ability to participate, vote and interact with the contest. SEE VIDEO & READ MORE
Paramount Pictures International-Transformers: Dark of the Moon: Grand Prix Winner in The Internationalist Awards for Innovation in Media. (Awarded May 2012.) Submitted by MEC Global Solutions London. By successfully associating the DNA of the movie with a naturally occurring solar eclipse a few days before release, Paramount was able to mount a truly global campaign on an inter-stellar stage. READ MORE
Sparkasse Giro sucht Hero: Grand Prix Winner in The Internationalist Awards for Innovation in Media. (Awarded May 2012.) Submitted by AM Communications/MPG Germany. To help build Sparkassen Bank’s traction with young customers, Joko and Klauss – two popular Jackass-style comedians on MTV -- participated in the ultimate battle for who would become the bank’s next ambassador.. READ MORE
Samsung Project Teamwork: Grand Prix Winner in The Internationalist Awards for Innovation in Media. (Awarded May 2012.) Submitted by ESPN International and Starcom MediaVest Group. To increase preference for the recently lunched Samsung Galaxy S II smartphone and the Galaxy Tab 10.1, Samsung Mobile teamed up with ESPN to create “Project teamwork” a 12-part original digital branded content series that traveled the world showing how Samsung enhances everyday sporting experiences READ MORE
The Grand Prix "MINI World Record" campaign was born when the Profero team wondered just how many people could fit inside the MINI's biggest car yet, the MINI Countryman. The challenge found a digital answer when people in 6 cities were given a chance to appear as if they were squashed into the new MINI through live green-screen video. MINI sold all 2,500 Countryman vehicles...before the product even launched. See case study video: