• Marketers Gather at NY's New Hudson Yards to Explore Next Gen Digital Solutions

  • 9th Annual Digital Solutions Awards

  • Internationalists of the Year Dinner at the Harvard Club 2016

  • Innovators Celebrate! 2015 New York

  • 2014 Innovators

  • The Internationalist at the Dana Point Event

  • Internationalist 1000 Millennials-Boomers Think Tank

  • Marketers Gather at the Marketers Make World of Difference Breakfast and Think Tank

  • CHINA 50 Marketers Gather in Shanghai to Share Peer-to-Peer Insights

  • A Celebratory 2013 Dinner for the Internationalists

  • Celebrating the Latin American 100 in Miami

  • Cannes Ad Festival- Promenade de la Croisette

  • The Innovators Summit—Times Square, New York

  • Awards for Innovation in Media

  • A Celebratory Group at the Internationalists Dinner

  • Awards Dinner- Innovative Digital Solutions

  • Singapore- Spikes Celebrations

  • Apple’s Co-Founder Steve Wozniak hosting Avaya’s Evolutions Tour

  • THE 100 Summit, New York

  • Winners Dinner- Awards for Innovation in Media


Issue 80


Plus These Features:

Marketers Gather at NY's New Hudson Yards to Explore Next Gen Digital Solutions

In our digital age, business now stresses that marketing drive results, build brand value and stimulate sales growth. This places new demands on CMOs to deliver on short-term performance and long-term customer experience. Internationalist Insights: TECHNOLOGY & MARKETING. Today's Marketers are Realists when it Comes to Technology.

Asia's CMOs Embrace Complexity to Reach 57% of the World's Consumers.

70% of Global Marketers Do Not Realize the Impact of GDPR.

Latin American Internet 2017: Lessons to Marketers.

Yes, Marketing Can Indeed Make a World of Difference. The winning case studies for this year's Marketing Makes a World of Difference awards program included:

  • Ooredoo Group, Stand for Good submitted by Havas Worldwide Dubai (Middle East)
  • CSSN, Anti-Bullying submitted by Touché PHD/Bimm Montréal (Canada)
  • Google, The Better Wishes submitted by OMD Taipei (Taiwan)
  • Oetztal Toruismus, Save Me / The Ski Pass that Saves Lives submitted by Mediaplus/ Serviceplan (Austria)
  • Hindustan Unilever, The Story of an Unborn Child: Chamki submitted by PHD Mumbai (India)
  • SK-II (Procter & Gamble) , Marriage Market Take-over submitted by Forsman & Bodenfors (China)
  • Tourisme Québec, The Blind Love submitted by Touché PHD (Canada)
  • Nivea, Nivea Doll submitted by FCB Brasil, São Paulo (Brazil)
  • MAGGI, The MAGGI Diaries by MEC Dubai (Middle East)
  • Shell, #makethefuture submitted by MediaCom (Global)
  • Microsoft, #MakeWhatsNext submitted by m:united//McCANN (USA)

PURPOSEFUL MARKETING SURVEY RESULTS: Social Responsibility & Brand Growth are Not Opposing Ideas.

Editor's Letter Deborah Malone ponders Purpose-driven and Tech-driven. And asks- Can the Two Co-exist?


Many Top Marketers Take on New CMO Roles and Work to Reinvigorate their Categories,

  • Bob Rupczynski Shines Under Golden Arches
  • Ivan Pollard Joins General Mills as Global Chief Marketing Officer
  • Barry Westrum Named CMO of Del Taco Restaurants
  • Luxury Marketers Talk Data, Content, and Unlocking the DNA of a Brand


  • MARKETERS GATHER AT NY'S NEW HUDSON YARDS TO EXPLORE NEXT GEN DIGITAL SOLUTIONS: Susanne Cullman, Johnson & Johnson; Johann Freilinger, SAP XM; David Ross, Viteos Funds Services; Deborah Malone, The Internationalist; Stephen White, JD Sports; Richard Jones, Wayin; Tim Castree, Wavemaker; Andrew Stefanik & Randy Normes, Aon; Brendan Banahan, The Internationalist; Stefanos Karagos, XPLAIN; Tim Doocey, Oppenheimer; Darryl Gray, SAP XM; Frank Berman & Karen Tilson, Bloomingdales; Paul Greenberg, NYC & Co.; Elaine Sheng, Shiseido; Christina Grell & Simran Mehra, TD Ameritrade; Manos Spanos, PepsiCo; Alicia Tillman, SAP; Nadine Karp McHugh, L'Oréal.
  • GLOBAL MARKETER WEEK FOCUSES ON CMO CHALLENGES & CLEAR DIRECTIONS FOR GLOBAL BRANDS: Julie Chan, Pfizer; Ron Lund, Association of Canadian Advertisers: Ivan Pollard, formerly Coca-Cola, now General Mills; Bob Liodice, ANA; David Wheldon, RBS; Raja Rajamannar, MasterCard; Stephan Loerke, WFA.



TRENDSETTERS: Sir Martin Sorrell Looks to the Industry's Future...

TRENDSETTERS: Airbnb's Geoff Seeley Discusses New Standards of Cultural Relevance

Trendsetters: Mastercard's Raja Rajamannar Shares his Vision for Securing Marketing's Future

Trendsetters: PHD's Phil Rowley says “EDTECH” is the Next Opportunity for Brands

TRENDSETTERS: Cortex Media's Manuel Reyes Discusses the Latest Threat to Trust between Advertisers & Agencies

TRENDSETTERS: Former P&G CEO Bob McDonald Discusses Values-Based Leadership & Company Purpose

TRENDSETTERS: Pfizer Consumer Healthcare's Julie Chan Discusses the Personalization Paradox Now Facing Marketers

TRENDSETTERS:  Reed Smith's Doug Wood Looks a Marketing Growth in 2019 from a Legal Perspective 

Trendsetters: P&G's Gerry D'Angelo Set to Drive Change in the Global Media Ecosystem 

Trendsetters:  Triggers' Leslie Zane Asserts that Every Brand Has Untapped Growth Potential 

Trendsetters: Hello's Craig Dubitsky Talks About Today's Changing Brand Expectations... 

TRENDSETTERS: Ancestry's CMO Vineet Mehra Shares How Purpose & Performance are a Marketer's Responsibility

Trendsetters:  FedEx's Raj Subramaniam Proves How a Single, Positive Idea Can Resonate with All the World

Trendsetters: Down the Media Buying Rabbit Hole. Manuel Reyes Discusses the Federal Probe into Media Buying Practices

Trendsetters: Elliot Lum Offers a New Take on the Millennial Generation--The Power of Purpose & Entrepreneurism

Trendsetters: David Kersten Discusses Emerson’s Transformation to a Purpose-Driven Organization through #OneEmerson

Trendsetters: Blockchain is the Beginning of the Supply Chain Revolution for Media says Ashley Mackenzie of Fenestra

Trendsetters: Target's Kristi Argyilan Discusses the Math & Magic of Marketing

Trendsetters: Assessing Corporate Websites is Critical to the Modern Company says Vertic’s Sebastian Jespersen

Trendsetters: More Multinationals are Using Independent Media Auditors says Matt Green of WFA

Trendsetters:  Cortex Media's Manuel Reyes Asserts that Agency Conflicts of Interest are a Larger Issue than Transparency

Trendsetters:  Diageo's Peter Isaia Sees a New Dynamic between the Creative Idea and Feedback from Measurement

Trendsetters: Canvas' Paul Woolmington Asserts that the Magical Will Always Outshine the Logical.

Trendsetters: Brown-Forman's Carmen d'Ascendis Believes that Consumers Want Brands with Meaning

Trendsetters: Do You Really Need a Media Review? Asks Cortex Media's Roland Janisse

Trendsetters: Tongue Tied Shares the Language of Love Around the World

Trendsetters: The Top 10 Legal Concerns Marketers Will Face in 2018, According to Doug Wood of Reed Smith

Trendsetters: Are Platform Brands the Future of Branding? Asks Labbrand's Vladimir Djurovic

Trendsetters: SAP's CMO Alicia Tillman Looks at Technology and Purpose in a New Light....

Trendsetters: Tom Denford of ID Comms Looks at the Evolution of Media Transparency Issues

Trendsetters: R3's Greg Paull Looks at How to Implement New Consumer Touchpoints for Today's Purchase Journey

Trendsetters:  Samsung's Pio Schunker Talks About What It Takes to be a Meaningful Brand Today

Trendsetters: Cadillac's CMO Uwe Ellinghaus Shares How an Iconic Luxury Brand Stays Relevant to Consumers of Today and Tomorrow

Trendsetters: FairShare's Eamonn Store Looks at a Future Ad Agency Model with an Eye toward Purpose

Trendsetters:  P&G's Pritchard and ANA's Liodice Align on the New Responsibilities of Today's CMO

Trendsetters: Stephen White, JD Sports' Global CMO, Asserts that Retail Can be Vibrant

Trendsetters: Walmart CMO Tony Rogers Says that Time is as Important as Money to Today's Shoppers

Trendsetters: WFA's Catherine Armitage finds that 70% of Global Marketers Do Not Realize the Impact of GDPR

Trendsetters: Tim Castree's New Realism as CEO of Recently-Named Wavemaker is Driving Change

Trendsetters: Simon Dermer & Spiro Papathanasakis Discuss Building Purpose-Driven, Disability-Friendly Customer Experiences

Trendsetters: CMO Mirella Vitale Tells How Aligning around Purpose Changed Everything

Trendsetters: Deutsche Telekom's Gerhard Louw Discusses the Excitement & Challenges of the Digitization of Advertising & Media

Trendsetters: Luxury Marketers Talk Data, Content, and Unlocking the DNA of a Brand

Trendsetters:  John Elkins Asserts that to be a Strong Brand Today and in the Future, Marketers Must Embrace Leading Tech Solutions

Trendsetters: Coca-Cola's Ivan Pollard Questions Digital Metrics and Asks if Micro-Moments Aggregate to Scale?

Top Marketers

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


Meet the Asia 50 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.


Will the Rio Games Redefine Future Olympic Advertising & Sponsorship Strategies? MORE

Marketing 2015 at Midpoint-- Emergent Trends, Lessons from Cannes, and the Drive for New Business Models MORE

Marketing & Technology's Inextricable Relationship MORE

Marketing 2014 at Half Time- World Cup & Cannes Coincide to Shape Attitudes about the Industry’s Future... MORE

Top Marketers Share Strategies for Brand Growth and Results Now MORE

President Bill Clinton Tells Ad Industry at Cannes they have Power to Solve World Problems MORE

Case Studies

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. SEE LIST OF ALL WINNERS & READ CASE STUDIES

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: