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

Leveraging Global Brands for Growth

Leveraging Global Brands for Growth

Effective Global Marketing Strategy, Structure and Capability

Unleashing Global Marketing Potential™

Winning with Global Brands

Marc de Swaan Arons

London, October 5, 2012

Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore About EffectiveBrands

Global Marketing Expertise Developing and Embedding Practical

75 Global Marketing Consultants, 25 Nationalities

5 Offices: New York, London, Amsterdam, Singapore and Tokyo

Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore Global marketing expertise

Recognized Expertise Global CMO Board Publications

http://www.nytimes.com/


Nuromol Gemini Analysis • Unleashing Global Marketing Potential™

With special thanks

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


Nuromol Gemini Analysis •

1. Top 3 CMO challenges

2. Winning characteristics

3. Drivers of effectiveness

Today

# 1 – Social marketing

The Solar Panel Question: It’s the right thing to do, but …

The solar panel question

What happens in Vegas

no longer stays in Vegas

roles & responsibilities

# 2 – Defining brand purpose

Beyond CSR


EB Strategy Meeting •

Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore Global

Differentiation in a

transparent world

Global Marketing Leadership Summit 2010 Shanghai, 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?

Universal Truth

Purposeful Positioning

Total Experience

Winning in global marketing

What + How = Global Marketing Effectiveness






Today

Winning characteristics: The WHAT

Universal Truth Universal Truth


Total Experience

Purposeful

Positioning

Universal Truth


Total Experience

Total

Experience

Universal Truth


Total Experience

Winning brand characteristics = The WHAT

Universal Truth


Total Experience






Today

Universal Truth


Total Experience

Drivers of effectiveness = the HOW

Universal Truth


Total Experience

Universal Truth


Total Experience

• Servant leadership mindset • Looking for similarities

Universal Truth


Total Experience

Universal Truth


Total Experience

• Check your calendar • Don’t delegate

Universal Truth


Total Experience

Universal Truth


Total Experience

• From 50 countries to 5 • Plan for 3 years from now

Global Consumers Partners Local Agencies

Shifting roles Universal Truth


Total Experience

Universal Truth


Total Experience

Universal Truth


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

Communication Channels

Fun

ctio

ns

http://www.thecoca-colacompany.com/socialmedia

http://www.thecoca-colacompany.com/socialmedia/

In Summary ….






Today

Top 3 CMO challenges






Today

Winning characteristics = the WHAT






Today

Universal Truth


Total Experience

Drivers of effectiveness = the HOW

Universal Truth


Total Experience

Winning with global brands


Nuromol Gemini Analysis • Unleashing Global Marketing Potential™

With a Special

THANK YOU

To all the participants in the Ad Age global issue competition!



Winner: Streets Rohit Dhamija and Udayan Chakravarty JWT: New Delhi, India

Advertising Space Sean van der Westhuizen OwenKessel: Johannesburg, South Africa

Brand Carnival Anish Philip Abraham, Amrita Singh Arnab Ray, Abhishek Deshwal JWT: New Delhi, India

untitled Mitesh Joshi Makani Creatives Pvt. Ltd.: Mumbai, India

Tag Alejandro Ortiz JWT Colombia: Bogotá, Colombia

Around the World Jorge Garcia La Fábrica & Jotabequ - Grey: Guatemala, Guatemala

The Thinker With a Smartphone Manuela Bolivar & Alejandra García Miami Ad School, Madrid: Spain

Geotagging Kassandra Zuanich Miami Ad School, SF: Lima, Peru

Global Feed Christine Göös, Lauri Leiwo, Erol Tekkanat TBWA Helsinki: Helsinki,

Finland

China André Bose do Amaral Blue Barracuda Dubai: Dubai, UAE

The Ad Circus Julia Kaiser Safari Sundays: New York, USA

The Power of the Masses Alejandro Herrer & Carlos Pizarro Miami Ad School Madrid: Madrid, Spain

Earth Came Online Wallace Cruz Miami Ad School: Miami, USA

World of Brands Rushita R. Bhatadye Lowe Lintas: Mumbai, India

Global Vision Nainaa Rajpaal, Ruchika Nambiar Karan Rajpal Srishti School of

Design: Bangalore City, India

Snakes and Ladders of Global Brands Harjot Sokhey New Delhi, India

The World on Sneaker Kaushik Iyer and Joseph Chan JWT: Singapore, Singapore

The Core Ulisses Razaboni, João Ferraz, Andressa Reigadas DDB Brasil: São Paulo, Brasil

Universal Nametag Brit Ryan Colle+McVoy: Minneapolis, USA

Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore About EffectiveBrands

We are the only marketing

consultancy focused on

unleashing global marketing

potential.

We frequently publish thought

leadership pieces and we are

often referenced in business

and marketing publications.

We were all marketers in a previous life so all our programs and tools are practical and results driven.

We help marketers build and embed global marketing strategy, structure, and capability programs.

We work with our clients to understand the receiving-end perspective.

Our tailored solutions build internal capability and create internal support for change from the start.

Global Marketing Expertise Developing and Embedding Practical

75 Global Marketing Consultants, 25 Nationalities

5 Offices: New York, London, Amsterdam, Singapore and Tokyo

Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore Global Brand CEO Challenger Board

Global Marketing Leadership Summit 2010 Shanghai, London, Amsterdam, New York, Singapore Global marketing expertise

Recognized Expertise Global CMO Board Publications

http://www.nytimes.com/


Marketing Excellence •

Global marketing effectiveness roadmap


Marketing Excellence •

What to Stand for Where to Grow Equip for Growth How to Deliver

Global Marketing Strategies and

Priority Countries to support the turnaround

Purposeful Positioning to transform the

category and drive employee

engagement

Built an efficient and empowered

organization for global leverage and local

relevance

Created the proprietary Hershey’s Way of

Marketing, rolled-out in trainings around the world

Purposeful Positioning with local

lenses to uniquely capture differences in

category meaning

Growth strategies for global brands Scholl and Durex,

deployed to the local organizations to

define their marketing tasks

Defined and embedded a new way of working throughout the Bacardi marketing community to deliver

transformative change

Developed the marketing framework

and marketing academy curriculum,

trained 35 priority countries

in key modules

Global marketing effectiveness programs



Thank you

LONDON 28-30 Little Russell Street London WC1A 2HN United Kingdom T: +44 207 831 8444

NEW YORK 648 Broadway, Ste 502 New York, NY 10012 USA T: +1 212 358 9638

SINGAPORE 17A Duxton Road Singapore 089483 Singapore T: +65 6221 3693

AMSTERDAM Singel 540 1017 AZ Amsterdam The Netherlands T: +31 20 330 2636

[email protected]


TOKYO World Udagawa Bldg 6F 36-6, Udagawa-cho, Shibuya-ku Japan T +81 3 6855 7845

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

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