ABOUT MARKETING MAKES A WORLD OF DIFFERENCE:
This new series of breakfast Think Tanks from The Internationalist and the Association of National Advertisers enable marketers to learn more about programs that do good, change the world, and transform brand & consumer relationships. Today's transparent social media environment has dramatically shifted the rules of "doing good business," and global marketing organizations are evolving to address new challenges and opportunities. The assumption of responsibility and the adoption of greater transparency are now critical to how any brand or business plays its proper role in society. Yet, is a mix of charitable giving, CSR programs, and "green" initiatives enough for the demands of consumers in an Age of Transparency? More companies are embracing big, sustainable ideas that demonstrate true marketing innovation. Their goal is to deeply connect with their customers' passions and values. When done right, business growth is often a result, as is making a world of difference.
This new way of working truly represents a global revolution in marketing objectives and possibilities.
- Morten Albaek, Group SVP, Global MarCom & Corporate Relations of Denmark's Vestas Wind Systems will share a new global initiative based on an innovative commercial business model to enter emerging markets. The initiative- to be announced in late November- will be deployed through an attractive investment model with real returns and will ensure long term sustainable economic development.
- Kieran Foley, Group Marketing Director of Ireland's Digicel has effectively used marketing to deliver mobile phone service in the poorest regions of the world. The mobiles also become a source for wage payment and basic spending for people who don't have bank accounts. This has bred tremendous customer loyalty and great business success for Digicel.
- Albe Zakes, Global VP, Communication of TerraCycle Inc. will share how the innovative recycling company has utilized a wide variety of cause-related marketing tactics to attract client such as Kraft Foods, P&G, Kimberly-Clark, L'Oreal, Frito-Lay and Newll Rubbermaid. Without ever buying a paid advertisement, TerraCycle has grown into a $20 million annual turnover company operating in 24 markets
- Babs Rangaiah, Vice President, Global Media Innovation of Anglo/Dutch Unilever will outline the company's plan for sustainable growth via "Crafting Brands for Life," an extensive marketing program to create a better life for the planet and the people who inhabit it.