Topic: Global

How the Trans-Pacific Partnership Benefits Digital Advertising

Trade pact under fire from both presidential candidates

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…

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

You just have to know where to look

When I used to buy agencies, I discovered something that the consultants already knew. All agencies say the same thing. You can pretty much predict the exact words—media-neutral, idea-driven, brand…

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

'Taste the Feeling' replaces 'Open Happiness'

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…

Mondelez's Goal in Global Media Review is Efficiency

Sticking with MediaVest and Dentsu units but seeking savings

Like Coca-Cola, Citi, SC Johnson and Wells Fargo, Mondelez International is only considering incumbent shops in its global media review. As such, the contest is between Publicis Groupe's MediaVest and units…

SC Johnson Bundles Media Buying at PHD

Marketer spends $1 billion globally on media each year

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). The move…

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

Experts: brand may have to consider inherent challenges of its product

Coca-Cola is said to be looking for a new global campaign, having asked 10 roster agencies to pitch ideas that would resonate worldwide. That's no easy task. Honing in on a…

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

Sneaker marketer had the same agency since 2001

72andSunny's gain is 180's loss. The former has replaced the latter as lead global agency on Adidas' sports business. 180 had created ads for Adidas since 2001, with the shop's offices…

72andSunny Takes a Global Role on Unilever's Axe

Company goes off-roster for a key assignment

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. 72andSunny's Amsterdam, The Netherlands, office will focus…

Key Players at Droga5 N.Y. Take Global Roles

Sarah Thompson, Jonny Bauer are big drivers of growth

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…

Airbnb Hires a Global Media Agency

Starcom wins pitch for the business

Airbnb has awarded Starcom its global media business after a review. The agency's Chicago office will manage the San Francisco-based company's global media strategy and U.S. activation. Global media spending could…