Tuesday, July 31, 2012

Creativity and Global Branding

Yesterday morning, I attended the conference session on Creativity and Global Branding which was but one part of the Global Business Summit on Creative Services held at the British Business Embassy in Lancaster House, London which has been transformed into a showcase of British Design.

The session was one of three held following a breakfast hosted by the Secretary of State for Culture, Olympics, Media & Sport and with speakers Sir Martin Sorrell, Christopher Bailey and Lord Richard Rogers.

At the brand session, Diageo and BBH told the story of the advertising campaigns which over a decade dramatically improved the market positioning and commercial success of Johnnie Walker whiskey. The brand now generates £132 per second in commercial trade worldwide. Landrover furrowed new ground with its pre-launch approach to its city-themed on-and-off line campaigns and events devised by agency The Brooklyn Brothers, which attracted new audiences to the Evoque - dramatically smashing their own targets for pre-launch orders in the process. HSBC spoke of the need to change its approach to marketing and its brand communications and Embraer Executive Jets and their agency MBA spoke of the story bringing the concept of 'intelligent luxury' into their brand positioning. Telecomms operator Airtel in India and the Brand Union told the story of repositioning and updating the brand across all points of touch in all countries - a mammoth task which has brought huge commercial benefit and brand uplift. The company's market capitalisation has grown from $16m in 1996 to $25Bn today. My favourite talk however, was the elegantly and simply delivered story of Figtree and their work in creating a global consumer brand for HTC formerly an unknown Taiwanese OEM. Simon Myers the Co-Founder and CEO of Figtree was assisted towards the end of his beautiful animated presentation slides by a video Q&A with HTC's CEO who was unable to attend the event. He brought home the message of how the concept of 'Quietly Brilliant' had helped to shift the culture of the whole organisation.

Pictured are Andy Fennell, Global Chief Marketing Officer, Diageo and Sir John Hegarty, Worldwide Creative Director, BBH.

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