121006 the WHAT and HOW of global marketing effectiveness   without videos msa v9
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121006 the WHAT and HOW of global marketing effectiveness without videos msa v9

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FT event London October 5th 2012

FT event London October 5th 2012

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121006 the WHAT and HOW of global marketing effectiveness   without videos msa v9 121006 the WHAT and HOW of global marketing effectiveness without videos msa v9 Presentation Transcript

  • Leveraging GlobalBrands for GrowthEffective Global MarketingStrategy, Structure and CapabilityLeveraging Global Brands for Growth
  • Winning withGlobal BrandsMarc de Swaan AronsLondon, October 5, 2012 Unleashing Global Marketing Potential™
  • Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York, Singapore About EffectiveBrands 75 Global Marketing Consultants, 25 Nationalities 5 Offices: New York, London, Amsterdam, Singapore and TokyoGlobal Marketing Expertise Developing and Embedding Practical
  • Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York, Singapore Global marketing expertise Global CMO Board Publications Recognized Expertise
  • With special thanksUnleashing Global Marketing Potential™Nuromol Gemini Global Marketing Potential™ Unleashing Analysis • Page 5
  • Global brand temperature check
  • Global consumer convergence
  • Global media convergence
  • Global brand convergence
  • Global organizational convergence
  • Global brand financial payback
  • So, what does it take to win?
  • Since 2002: The Leading Global Brands study 300 Global Brands 3,000 Global Marketing Leaders 30,000 Global Brand Contributors
  • Today 1. Top 3 CMO challenges 2. Winning characteristics 3. Drivers of effectivenessUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 15
  • 1. Top 3 CMO challenges
  • # 1 – Social marketing
  • The Solar Panel Question: It’s the right thing to do, but … The solar panel question
  • What happens in Vegasno longer stays in Vegas
  • roles & responsibilities
  • # 2 – Defining brand purpose
  • Beyond CSR
  • Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam,Global New York, Singapore Differentiation in a transparent worldUnleashing Global Marketing Potential™EB Strategy Meeting • Page 23
  • Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York, Singapore Rallying the troops
  • # 3 - Going global
  • There are only local markets
  • That will never work here… Internal resistance
  • The Regional and Global Role is Lonely Global role is very lonely
  • Challenge # 1: Social media
  • Challenge # 2: Brand purpose
  • Challenge # 3: Going global
  • Yes… OK. So what does it take to win?
  • Winning in global marketing Universal Truth Purposeful Positioning Total ExperienceWhat + How = Global Marketing Effectiveness
  • Today 1. Top 3 CMO challenges 2. Winning characteristics 3. Drivers of effectivenessUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 34
  • Winning characteristics: The WHAT
  • Universal TruthPurposeful Positioning Universal Truth Total Experience
  • Universal TruthPurposeful Positioning Universal Truth Total Experience
  • Universal TruthPurposeful Positioning Universal Truth Total Experience
  • Universal Truth PurposefulPurposeful Positioning Total Experience Positioning
  • Universal Truth TotalPurposeful Positioning Total Experience Experience
  • Winning brand characteristics = The WHAT Universal Truth Purposeful Positioning Total Experience
  • Today 1. Top 3 CMO challenges 2. Winning characteristics 3. Drivers of effectivenessUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 43
  • Drivers of effectiveness = the HOW Universal Truth Purposeful Positioning Total Experience
  • Universal TruthPurposeful Positioning Total Experience
  • Universal Truth• Servant leadership mindset Purposeful Positioning• Looking for similarities Total Experience
  • Universal TruthPurposeful Positioning Total Experience
  • Universal Truth Purposeful Positioning Total Experience• Check your calendar• Don’t delegate
  • Universal TruthPurposeful Positioning Total Experience
  • Universal Truth Purposeful Positioning Total Experience• From 50 countries to 5• Plan for 3 years from now
  • Shifting roles Universal Truth Purposeful Positioning Total ExperienceGlobal Local Agencies Partners Consumers
  • Universal TruthPurposeful Positioning Total Experience
  • Universal Truth Purposeful Positioning Total Experience• Clarity on roles is more important then breadth• Structure, Team & Culture
  • • Define way of marketing• Focus on 2-3 key capabilities
  • Home Visits
  • Online resources
  • Reverse mentoring
  • Immersions visits
  • Functions Communication Channels
  • Functions Communication Channels
  • Functions Communication Channels
  • http://www.thecoca-colacompany.com/socialmedia
  • In Summary ….
  • Today 1. Top 3 CMO challenges 2. Winning characteristics 3. Drivers of effectivenessUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 64
  • Top 3 CMO challenges
  • Today 1. Top 3 CMO challenges 2. Winning characteristics 3. Drivers of effectivenessUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 66
  • Winning characteristics = the WHAT
  • Today 1. Top 3 CMO challenges 2. Winning characteristics 3. Drivers of effectivenessUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 68
  • Drivers of effectiveness = the HOW Universal Truth Purposeful Positioning Total Experience
  • Winning with global brands Universal Truth Purposeful Positioning Total Experience
  • With a SpecialTHANK YOUTo all the participants in theAd Age global issue competition!Unleashing Global Marketing Potential™Nuromol Gemini Global Marketing Potential™ Unleashing Analysis • Page 71
  • Winner: Streets Rohit Dhamija and Udayan Chakravarty JWT: New Delhi, India Advertising Space Geotagging World of Brands Sean van der Westhuizen Kassandra Zuanich Rushita R. Bhatadye OwenKessel: Johannesburg, South Africa Miami Ad School, SF: Lima, Peru Lowe Lintas: Mumbai, India Brand Carnival Global Feed Global Vision Anish Philip Abraham, Amrita Christine Göös, Lauri Leiwo, Erol Nainaa Rajpaal, Ruchika Nambiar Singh Arnab Ray, Abhishek Tekkanat TBWA Helsinki: Helsinki, Karan Rajpal Srishti School of Deshwal JWT: New Delhi, India Finland Design: Bangalore City, India untitled Snakes and Ladders of China Mitesh Joshi Global Brands André Bose do Amaral Makani Creatives Pvt. Ltd.: Mumbai, Harjot Sokhey Blue Barracuda Dubai: Dubai, UAE India New Delhi, India Tag The Ad Circus The World on Sneaker Alejandro Ortiz Julia Kaiser Kaushik Iyer and Joseph Chan JWT Colombia: Bogotá, Colombia JWT: Singapore, Singapore Safari Sundays: New York, USA Around the World The Core The Power of the Masses Ulisses Razaboni, João Ferraz, Jorge Garcia Alejandro Herrer & Carlos Pizarro La Fábrica & Jotabequ - Grey: Guatemala, Andressa Reigadas Miami Ad School Madrid: Madrid, Spain DDB Brasil: São Paulo, Brasil Guatemala The Thinker With a Smartphone Earth Came Online Universal Nametag Manuela Bolivar & Alejandra Wallace Cruz Brit Ryan García Global Marketing Potential™Unleashing Miami Ad School, Madrid: Spain Miami Ad School: Miami, USA Colle+McVoy: Minneapolis, USANuromol Gemini Analysis • Page 72
  • Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York, Singapore About EffectiveBrands 75 Global Marketing Consultants, 25 Nationalities 5 Offices: New York, London, Amsterdam, Singapore and TokyoGlobal Marketing Expertise Developing and Embedding PracticalWe are the only marketing We work with our clients to We were all marketers in aconsultancy focused on understand the receiving-end previous life so all ourunleashing global marketing perspective. programs and tools arepotential. practical and results driven.We frequently publish thought Our tailored solutions build We help marketers build andleadership pieces and we are internal capability and create embed global marketingoften referenced in business internal support for change strategy, structure, andand marketing publications. from the start. capability programs.
  • Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York, Singapore Global Brand CEO Challenger Board
  • Global Marketing Leadership Summit 2010Shanghai, London, Amsterdam, New York, Singapore Global marketing expertise Global CMO Board Publications Recognized Expertise
  • Global marketing effectiveness roadmapUnleashing Global Marketing Potential™Marketing Excellence • Page 76
  • Global marketing effectiveness programs Where to Grow What to Stand for How to Deliver Equip for Growth Global Marketing Purposeful Built an efficient and Created the proprietary Strategies and Positioning to empowered Hershey’s Way of Priority Countries to transform the organization for global Marketing, rolled-out in support the category and drive leverage and local trainings around the world turnaround employee relevance engagement Growth strategies Purposeful Defined and Developed the for global brands Positioning with local embedded a new way marketing framework Scholl and Durex, lenses to uniquely of working throughout and marketing deployed to the local capture differences in the Bacardi marketing academy curriculum, organizations to category meaning community to deliver trained define their marketing transformative change 35 priority countries tasks in key modulesUnleashing Global Marketing Potential™Marketing Excellence • Page 77
  • Thank you NEW YORK AMSTERDAM 648 Broadway, Ste 502 Singel 540 New York, NY 10012 1017 AZ Amsterdam USA The Netherlands T: +1 212 358 9638 T: +31 20 330 2636 LONDON SINGAPORE 28-30 Little Russell Street 17A Duxton Road London WC1A 2HN Singapore 089483 United Kingdom Singapore T: +44 207 831 8444 T: +65 6221 3693 TOKYO World Udagawa Bldg 6F 36-6, Udagawa-cho, Shibuya-ku Japan T +81 3 6855 7845 info@effectivebrands.comUnleashing Global Marketing Potential™Nuromol Gemini Analysis • Page 78 Unleashing Global Marketing Potential™