International marketing

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Far side of the moon: What it will take to create a true Chinese global brand

Article • Reno L. Davis-Yue , WARC Exclusive, Spotlight China, December 2020

Hypers’ Reno L. Davis-Yue believes that Chinese brands have an opportunity to take the lead in redefining cultural norms and expectations on the global stage.

Haig Club: Blueprint for a fast start – How making our own rules gave Haig Club one of the fastest starts for a new whisky brand in thirty years

Case Study • 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.

Diageo portfolio: Marketing Catalyst – Creating a culture of marketing effectiveness

Case Study • IPA (UK), Gold, Best Use of Data and Best New Learning, IPA Effectiveness Awards, 2020

Diageo, an alcoholic drinks brand, created a web-based tool to help marketers decide how to better spend their money to deliver more gross profit from its marketing globally.

The power of provenance: how trading on their country of origin can help brands grow overseas

Opinion • Graham Staplehurst, September 2020

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.

Guinness Storehouse: An out of this world experience that has set the bar globally

Case Study • Marketing Society, The Brave Awards, Winner, Enhancing the Customer Experience, 2020

Guinness, an alcohol brand, increased consumption and visits to the Guinness Storehouse in Ireland by creating a rooftop bar and an immersive interaction.

Chelsea Football Club: Digital marketing

Case Study • Marketing Society, The Brave Awards, Winner, Digital Marketing, 2020

Chelsea Football Club, a UK football team, created an app to replace its subscription TV service and promoted it among fans globally to give them a platform to interact with each other and the club.

Diageo Bar Academy: An audacious digital experiment to unleash the power of bar professionals

Case Study • Marketing Society, The Brave Awards, Winner, Business to Business, 2020

Diageo, an alcoholic drinks company, pioneered a global digital ecosystem to educate and inspire bar professionals all over the world to increase sales of Diageo brands within their bars.

Cathay Pacific: Move Beyond Labels

Case Study • Marketing Society, The Brave Awards, Shortlisted, 2020

Cathay Pacific, an airline brand, created an OOH campaign in Hong Kong that featured key visuals to represent the brand's commitment to diversity and inclusion.

Transport for London: How the first 20 years have prepared us for the next 20

Case Study • Marketing Society, The Brave Awards, Highly Commended, 2020

Transport for London (TfL), helped transform the experience of transport across London over the past 20 years with a series of initiatives to help the environment and increase affordability.

The Glenlivet: Capsule Collection

Case Study • Marketing Society, The Brave Awards, Shortlisted, 2020

PR agency Pangolin ran a UK-based innovative campaign for whisky brand The Glenlivet to promote the use of single malt whisky in cocktails by developing edible cocktail capsules.

KFC: Embracing the Tunisian Youthfulness

Case Study • Selim Bdioui, WARC Awards, Entrant, Effective Innovation, 2020

KFC, the global fast-food brand, launched in a challenging market in Tunisia by embracing the wants and needs of local young people.

Jollibee: Eats. More Fun in the Philippines.

Case Study • Cristina Buenaventura, Benedict Santiago, Andi Olbés, WARC Awards, Entrant, Effective Content Strategy, 2020

The Philippines Department of Tourism partnered with fast-food chain Jollibee to create a social media campaign to persuade the world of the merits of Filipino food and attract more travellers to the country.

RBC Diversity & Inclusion: Speak Up for Inclusion

Case Study • Michael Brathwaite, Daisy Qin, Karlina Bear, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Financial institution Royal Bank of Canada developed a video-led campaign to highlight the importance of inclusion and effect positive change in its markets worldwide.

Aurecon: Engineering Reimagined

Case Study • Courtney Lock, WARC Awards, Bronze, Effective Content Strategy, 2020

Engineering, design and advisory company, Aurecon, harnessed the power of the podcast to strengthen its brand and widen its audience in Australia, New Zealand, Asia and the Middle East.

UK advertising industry launches new export initiative

News • 02 March 2020

The UK’s leading advertising and marketing trade bodies have joined forces to create the UK Advertising Export Group (UKAEG) to drive business in key international markets and showcase the best of the industry on the world stage.

What we know about multinational marketing

Article • WARC Best Practice, February 2020

Explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Volkswagen: Exclusive Partnership

Case Study • Ivan De Santis, Paolo Damato, Gabriele Legramandi, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Auto manufacturer Volkswagen implemented a cross-device communication plan in Italy to create a strong connection between the brand and the world of football.

Almond Board of California: How Fashion Saved Farming

Case Study • Mimi Lu, Leslie Yu, Eliza Poor, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Almond Board of California, an agricultural service, sought to break away from its previous marketing approach in China to turn the negative price hikes resulting from the US-China trade war into an opportunity.

PEDIGREE: SelfieSTIX

Case Study • WARC Cases, Creative Effectiveness Winner, 2019 Spikes Asia

PEDIGREE, a pet food company, raised brand awareness and sales of DentaSTIX with an innovation allowing New Zealand users to take selfies with their dogs – using DentaSTIX and the accompanying SelfieSTIX.

MG Hector: It’s A Human Thing

Case Study • Mainak Bag, WARC Prize for Asian Strategy, Entrant, 2019

MG, the automotive brand, successfully launched the Hector SUV in the Indian market by humanising the car's technological features.

Back Market: Refurbished Tweets

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2019

Back Market, a supermarket specialising in refurbished products, reused old tweets from celebrities speaking about its products to make it look as though they were promoting the brand in the present to successfully launch in the US.

Jo Malone London: Jasmine Sambac and Marigold Launch in India

Case Study • SABRE Awards, South Asia, Marketing to Consumers (New Product), 2019

Jo Malone London, a perfume and scented candle brand, holistically engaged the target audience in India by capturing the exact brand messaging on the India-inspired fragrance.

Audible: Listening is Seeing

Case Study • SABRE Awards, South Asia, Media, Arts & Entertainment, 2019

Audible, the audiobook platform, successfully launched in India to establish audiobooks as a legitimate form of entertainment.

Apple: The Rock X Siri — Dominate The Day

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Apple, a technology brand, created a short film on YouTube that showed Siri organisation Dwayne "The Rock" Johnson's busy schedule to encourage users across China, Japan, Germany, the UK and the US to re-engage with Siri.

Finavia Oyj: #Lifeinhel

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Finavia, the Finnish airport operator, increased the number of Chinese passengers to Helsinki Airport by using a movie actor to show that the airport is so good that people wouldn’t want to leave.

The Evolution of Marketing

Research Paper • 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.
How international brands can succeed in China

Article • Doreen Wang, WARC Best Practice, October 2018

Provides insight into the behaviours and attitudes of customers in China and successful brand strategies that will give valuable guidance to any business that wants to enter the market.
How to develop an effective global brand strategy

Article • Nick Kendall, WARC Best Practice, October 2016

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.
What we know about multinational marketing

Article • WARC Best Practice, February 2020

Explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.
How global brands resonate across cultures

Article • Alessandra Cotugno and Sue Mizera, WARC Best Practice, April 2017

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.
How HSBC pursued a global rebranding program – and responded to a pandemic

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

HSBC, the financial-services provider, undertook a rebranding exercise that aimed to reflect its internal culture of being a diverse, international organization, while remaining locally relevant.