Stephan Loerke, CEO of the World Federation of Advertisers (WFA), is unquestionably an optimist when he talks about the potential for marketing to drive outcomes and even reshape business goals. However, he is also tremendously pragmatic when he discusses the importance of embracing key marketing initiatives. He believes that CMOs “need to lead,” and given the global complexities of […]
A Year of Complexity Ahead, but a Year that Will Demonstrate the Essentiality of Marketing’s Role in Both Business and Society. Yes, TODAY’S MARKETERS face a long list of urgent priorities… However, 2024 is shaping up to be a very different year. Marketing leaders are now tasked with expanded responsibilities of extraordinary complexity and greater accountability— from external concerns to internal aspirations, from accelerating technological developments to shifting consumer mindsets. And while many marketers admittedly feel a sense of overwhelm at the pace of change and the need to become expert on so many new subjects, smart marketing executives are now recognizing their time has come.
The Internationalist Hosts an Online Calendar of Noteworthy Global Events, Plus Marketing, Advertising & Media Activities Around the World. Click here to Bookmark The Internationalist Calendar Website. The annual new year wake-up call of CES begins in Las Vegas, and then business leaders will flock to Davos-Klosters, Switzerland for the World Economic Forum Annual Meeting starting January 15 to focus on “Rebuilding Trust.” Chinese […]
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’ […]
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.
“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 […]
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) […]
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 […]
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 […]
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 […]