21 Apr, 2024

AIMM’s Lisette Arsuaga Discusses How High-Growth Brands Embrace Strong Cultural Relevance & Inclusion…

Lisette Arsuaga, Co-Founder of AIMM, ANA’s Alliance for Inclusive and Multicultural Marketing, has long been an advocate for demonstrating how high-growth brands are also those with strong diversity and inclusion attributes or “cultural relevance” that is embedded throughout all marketing touchpoints. Recently, AIMM conducted a survey through the Cultural Inclusion Accelerator (CIA) to better understand consumers’ […]

7 mins read

What Role Should Brands Play in a Global Crisis?

Is Marketing’s Role in Society Equally Important as its Role in Business?

Once upon a time, brands and politics didn’t mix… or at least some topics were considered taboo by most organizations. The rise of social media, the constant expression of personal opinions, the speed at which misinformation flows, corporate interest in customer values, and even commitments to purpose, have changed how many brands communicate in a post-COVID world. Yet, when complex geopolitical issues intensify and combine with entrenched and often fiery viewpoints, it can become challenging for many products, services, or companies to serve the best interests of all their stakeholders.

9 mins read

ANA Masters Highlights How Legacy Brands Have Embraced Reinvention to Grow New Markets

“Acknowledge and recognize unprecedent disruption. Yesterday’s practices will not work today. What got you here will not get you there. Rethink everything– consumer insights, ads, experience, not just methodology, but everything! Even ask, ‘What is loyalty?’ Everything must be reinvented.”  … Raja Rajamannar, Chief Marketing and Communications Officer- Mastercard October marks the annual ANA Masters of Marketing— a significant week in the […]

16 mins read

Rogier Vijverberg of SuperHeroes Talks about How to Win the Attention Game with Younger, Ad-Averse Generations

Ask Rogier Vijverberg what’s the next frontier for brands, and he’ll likely tell you it’s Digital Street Art. Rogier Vijverberg founded the agency SuperHeroes in Amsterdam in 2009 with an ambitious mission to save the world from boring advertising. Nearly 15 years later, SuperHeroes is still an independent agency, but now with offices in New York (or Williamsburg, Brooklyn to be precise) […]

4 mins read

Biogen’s Michel Quintas Discusses How to Execute a Global Digital Strategy

Michel Quintas has the rare title of Director for Global Digital Strategy and Execution at Biogen, the Cambridge, Massachusetts multinational biotech company specializing in the treatment of neurological diseases. Not only has he helped lead an enterprise-wide transformation of Biogen’s digital customer engagement, but he has been instrumental in advocating omni-channel programs and a Digital Center of Excellence, founded […]

4 mins read

Inspirational Initiatives from Brands Making a Difference to the Planet & Society. View the Video.

Every year, The Internationalist highlights inspiring case studies of how brands and their marketing initiatives are making a world of difference by creating awareness, changing behaviors, and driving results for people, the planet, all living creatures… and for business. VIEW THE VIDEO to see case studies, commentary and trends in purpose-driven work. Interestingly, this year’s winners focus largely on […]

3 mins read

Jared Belsky Explains Why Marketers “Get the Agency They Deserve”

Jared Belsky, Founder & CEO of Acadia, the recently launched and highly successful Atlanta-based agency, has been on both the client and agency sides during his career. He believes that marketers often are trained in every aspect of their business except managing their ad agencies. His latest book, You Get the Agency You Deserve, offers both practical […]

6 mins read

2023 MARKETING MAKES A WORLD OF DIFFERENCE™ Case Study Winners from Around the World

Every year, The Internationalist highlights inspiring case studies of how brands and their marketing initiatives are making a world of difference by creating awareness, changing behaviors, and driving results for people, the planet, all living creatures… and for business.  Interestingly, this year’s winners focus largely on human issues, while highlighting a range of topics: from the needs of society’s most […]

10 mins read

Is Marketing at an Inflection Point?

Are we now facing a time that dramatically changes marketing’s role in both business and society? According to The Internationalist‘s recent Insights Survey, 68% of respondents agreed that Yes– Marketing is at an Inflection Point. One savvy respondent offered a comment that sets the tone for many CMOs: “Yes, we are at an inflection point, but marketing has two directional shifts to […]

5 mins read

Redefining the Metaverse. OMG’s Phil Rowley Reminds Marketers that the Metaverse Should Not Be the “Regretaverse.”

Phil Rowley, Head of Futures for Omnicom Media Group UK, admits that the metaverse is both overhyped and underappreciated.  While a lot of marketer attention is now on the “shiny objects” of AI with products like ChatGPT, he has recently focused on “Avoiding the regretaverse” or, perhaps better said, “how not to mess up in the […]

3 mins read