Global

4 Ways to Redefine the Global Agency, When Simply Being Global Is No Longer Enough

Once upon a time, global agency networks were created to help brands achieve their ambition of global expansion. Set up an office in a new country and sell your clients' products to new people; it was that easy.

How the Trans-Pacific Partnership Benefits Digital Advertising

If you've been following the presidential race in recent weeks, you have undoubtedly heard the Republican and Democratic nominees express their objections to the Trans-Pacific Partnership, or TPP, an international trade deal among the U.S., Canada, Mexico, Japan and eight other countries in the Pacific Rim.

How Cannes Still Inspires and Surprises, and Why It Still Really Matters

When I used to buy agencies, I discovered something that the consultants already knew. All agencies say the same thing.

What Branding Experts Think About Coca-Cola’s New Product-Centric Campaign

Today, Coca-Cola unveiled a new campaign and traded its 7-year-old slogan, "Open Happiness," for "Taste the Feeling," as part of chief marketing officer Marcos de Quinto's plan to unite the company's brands globally.

Mondelez’s Goal in Global Media Review is Efficiency

Like Coca-Cola, Citi, SC Johnson and Wells Fargo, Mondelez International is only considering incumbent shops in its global media review.

SC Johnson Bundles Media Buying at PHD

In a battle of roster shops, SC Johnson has consolidated its media buying globally at PHD.  Previously, the business had been split between Maxus (traditional media) and PHD (digital media).

Can a New Global Campaign Help Coca-Cola Sell More Soda?

Coca-Cola is said to be looking for a new global campaign, having asked 10 roster agencies to pitch ideas that would resonate worldwide.

Adidas’ Hiring of 72andSunny Ends 180’s Long Tenure on the Brand

72andSunny's gain is 180's loss. The former has replaced the latter as lead global agency on Adidas' sports business.

72andSunny Takes a Global Role on Unilever’s Axe

Unilever's existing roster shops on Axe remain in place—including Bartle Bogle Hegarty, Lowe Ponce and R/GA—but newcomer 72andSunny is taking on a significant role.

Key Players at Droga5 N.Y. Take Global Roles

Two big drivers of Droga5's business growth are rising to global roles. Sarah Thompson and Jonny Bauer, CEO and chief strategy officer of the agency's flagship New York office, will now hold those same titles globally. That said, they'll continue to be based in New York and lead that office as well.