29 May, 2024

WFA’s Stephan Loerke Outlines a Framework for Positive Marketing Behaviors in an Increasingly Complex World

Today’s marketing environment is demanding— not only due to endless changes to consumer habits and proliferating technology but also geopolitical crises, polarized politics, and nonstop media reactions. Driving brand growth through purposeful and inclusive policies that embrace diverse audiences has never been more complex. Reflecting increasing demands from regulators, pressure groups, investors, and society, WFA (World […]

7 mins read

CSL’s Anthony Farina Talks About Brand Value, the Power of Disruption, and Staying True to Purpose… 

For the past decade, Anthony Farina, Chief Communications & Brand Officer of biotech giant CSL, has been part of the company’s extraordinary evolution. From his beginnings as the first communications leader in CSL’s century-long history, he has helped champion a purpose-driven ethos or “promise,” which enabled the CSL family to unify as one global brand […]

6 mins read

AIMM’s Gilbert Dávila Asks Brands to Close the Gap between Intention and Action in Supporting Diverse Media

While hosting the Second Annual ANA/AIMM GrowthFronts in New York, an upfront event for Diverse-Owned and Diverse-Targeted Media, Gilbert Dávila, CEO at DMI Consulting and Co-Founder of AIMM, ANA’s Alliance for Inclusive and Multicultural Marketing, shared new research on investment in Diverse Media and its potential for brands. As a result, AIMM has recommended bold […]

5 mins read

Senny Boone Discusses What Marketers Can Do When Brands Face Ethical Dilemmas… 

Senny Boone, Senior Vice President of The Center for Ethical Marketing, believes that “Marketing suffers from a lack of trust in the marketplace, leading to heavy regulation and less growth for brands.” With three decades of communications law experience spanning marketing, fundraising, and privacy issues, including innovative technology and consumer protection, Senny speaks with conviction […]

6 mins read

Dr. Anastasia Kārkliņa Gabriel, Author of Cultural Intelligence for Marketers, Shares How Brands Reflect Culture and Shape Societal Values … 

Dr. Anastasia Kārkliņa Gabriel believes that brands reflect culture and actively shape societal norms and values. Her new book, Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy (Kogan Page, March 26, 2024), demonstrates how marketers can create programs that resonate effectively with audiences and meaningfully impact society.  Her book is devoted to helping marketers […]

6 mins read

EARTH DAY: Brands Making a Difference to the Planet… Learn their Stories!

To commemorate Earth Day on April 22 and as part of The Internationalist’s Marketing Makes a World of Difference™ initiative, The Internationalist is sharing case studies from around the world to highlight how brands have made a difference to the planet.  Earth Day began in 1970 in the United States, sparking the modern environmental movement. Since then, Earth Day has […]

3 mins read

Brands Are Changing How They Create Solutions, Interpret Relevance, and Attain Growth: MEDIA INNOVATION AWARD WINNERS SHOW HOW…

Not only did this year represent a record number of entries in The Internationalist Awards for Innovation in Media, but we are also recognizing more high-quality work than ever before in our sixteen-year history of honoring inspirational case studies from around the globe! Shifts are occurring in how brands create solutions, interpret relevance, and attain results: […]

18 mins read

The End of an Era – for the Sake of the Environment.

REWE: The Switch. For generations, Germans have planned their weekly shopping with the help of offer flyers that, unfortunately, end up in their trash. This is now a thing of the past: Grocery Retailer REWE is switching off this essential advertising, promotion, and communication channel to save more than 70,000 tons of paper, CO2, and […]

9 mins read

Brian Wieser of Madison and Wall Raises His Forecast for Ad Growth and Offers an Interesting Perspective

Few can boast of a professional life that includes investment banker, equity research analyst, long-time agency executive, and developer of two of the global advertising industry’s most widely relied upon data sets.  Brian Wieser has devoted much of his career to understanding trends in media spending, its overall effect on advertising budgets, and what this […]

5 mins read

Reassessing Purpose as Society’s Expectations for Business Rise

TODAY’S MARKETERS both appreciate and understand the ideals of brand purpose and the purpose-led organization. However, the complexity of global events, the acceleration of technology, and the need for profitable results amid economic uncertainty affect how marketing’s role makes a difference to both business and society. Some of the survey results were entirely unexpected. DOWNLOAD THE […]

7 mins read