The Internationalist

30/03/2022

FINALISTS ANNOUNCED!

adidas - The Liquid Billboard; Submitted by Havas Middle East
Air Transat - Vacation Intervention; Submitted by PHD Montreal
Aldi - “Alexa, Open Kai Karotte!” Submitted by PHD Germany
Aldi - Xmas with ALDI: Virtual campaign transition from OOH to TV; Submitted by PHD Germany
Allianz - Once a Civil Servant, Carefree Forever? Submitted by OMD Germany
Ally - Fintropolis; Submitted by Mediacom
Alpine - Alonso 2022; Submitted by Havas Sports & Entertainment, Havas Paris
Apollo - Sight Safari; Submitted by MEDIAPLUS Germany
Banco Santander - FootballCan 2041; Submitted by Arena Media & Havas
Billy Boy - Love Crossings; Submitted by MEDIAPLUS Germany
Bodacious - Stranger Experiment; Submitted by PHD Canada
Canadian Tire Retail - Puck Drop; Submitted by Touché!
Claire’s - Claire’s Pierces Through; Submitted by Canvas Worldwide
Crédit Agricole - Security Trophy; Submitted by Havas Sports & Entertainment
Domino’s Pizza - The Toughest – From Domino’s Pizza to Twitch; Submitted by Arena Media
Ecolab - Take Back Your Social Life; Submitted by Wavemaker
Eggo (Kellogg’s) - L'Eggo with Eggo; Submitted by Starcom
Frank’s RedHot® (McCormick) - Frank’s RedHot® Frameplay Gaming; Submitted by dentsu X
General Motors - Everybody In; Submitted by Carat
GMF - The Safe Training Jersey; Submitted by Havas Sports & Entertainment
Guinness (Diageo) - ; Submitted by PHD UK
Heinz Ketchup (Kraft Heinz) - Heinz Tomato Blood; Submitted by Starcom
HORNBACH - Garden Can Be Anywhere; Submitted by MEDIAPLUS Germany
Hyundai Motor Company - Hyundai Mobility Adventure on Roblox; Submitted by Havas Media Global and Innocean
Laisha - Helpline on the Cover; Submitted by Havas Tel Aviv
Laut Gegen N***s - Say It Loud. Make a Difference.; Submitted by MEDIAPLUS Germany
Maker's Mark (Beam Suntory) - The Show Next Door; Submitted by Starcom
McDonald’s - Good Morning, Germany! Submitted by OMD Germany
METER Group - Meltdown Flags; Submitted by MEDIAPLUS Germany
Otrivin (GSK Consumer) - Otrivin Air Bubble; Submitted by Publicis Media
Panadol (GSK Consumer) - Take Care Post-Vaccine; Submitted by pGSK (Publicis)
Polo (Volkswagen) - The New Polo Challenger Series: Conquering New Stadiums; Submitted by PHD Germany
Renault - Bye Bye Cookies, Hello e-Car Probability Index; Submitted by OMD Germany
REWE - In MOoH We Trust; Submitted by OMD Germany
REWE - Germany’s Most Delicious Idea: 4 Hours of Food Fame; Submitted by OMD Germany
Scan Marker - Pop of Color; Submitted by Channel Bakers
SKODA UK - SKODA - Giving Electric Vehicle Launches a Bit of PU-RR and GR-RR; Submitted by PHD UK
The British Heart Foundation - Ad Break We Never Expected to Be In; Submitted by PHD UK
The North Face Europe - Powering Further, Together to Launch a Trail Running Shoe in Europe; Submitted by PHD Global
Virgin Telco - Brandformance; Submitted by SomosSapiens Spain - Habitant Spain
Walgreens - Vaccine Readiness Model; Submitted by MediaCom
Wilson - Bugs Out; Submitted by Touché!

28/03/2022

While CES certainly provides an annual glimpse into the Future of Technology, exhibitor innovations not only influence marketing thinking throughout the year, but shape business decisions and even economic growth for the future. Issues of Marketing and Technology have consistently been among the top concerns on marketers’ agenda, according to Annual Internationalist Insights Surveys that rank marketing priorities for the coming year. Without question, no part of marketing or the customer value chain has been left untouched by technology. Everyone wants to know what technologies matter most now.

Whitney Fishman Zember has many of the answers. As Managing Partner, Innovation & Consumer Technology at Wavemaker US, she helps brands and businesses understand technology-driven consumer-based insights, while uncovering new opportunities to harness technology to connect marketers with audiences in new and meaningful ways.

While CES certainly provides an annual glimpse into the Future of Technology, exhibitor innovations

21/03/2022

SEB is a leading Nordic financial services group with a strong presence in the Baltic region. Addressing customer pain points is a hallmark of SEB, and an extended part of their corporate belief that innovative companies are key to creating a better world. The bank’s latest initiative for Latvia, Lithuania and Estonia focused on cybersecurity – an issue that touches every level of society given how scamming techniques have now become so advanced.

While there’s lots of educational material on the topic in the Baltics, SEB sought a new and unexpected direction for this campaign, and one that would appeal to a mass audience. They devised a cybersecurity test that became an absorbing interactive experience. Those taking the test communicated with a “scammer” who engaged them through a series of situations to see if they could avoid being scammed. Throughout the process, testers could also opt for the help of a SEB cybersecurity expert.

SEB is a leading Nordic financial services group with a strong presence in the Baltic region. Addres

02/03/2022

It has been five years since the ANA initiated its landmark study on Transparency in US Advertising. Since that time, “transparency” has been a word of the year, considered a global media issue, and has been incorporated into a significant number of agency contracts. While it seems to remain an “evergreen” topic, there is still much work to be done despite the amount of progress that has been made.

As is the case for many complex topics, there is both bad news and good news. Sadly, many believe that the negative issues associated with media transparency are worse today than ever before. Yet, on the positive side, there are more steps that brands can take to protect themselves and ensure their media investments are not being wasted or misappropriated.

It has been five years since the ANA initiated its landmark study on Transparency in US Advertising.

23/02/2022

Jonathan Barnard is Head of Forecasting and Director of Global Intelligence at Zenith, the ROI Agency, where he is responsible for developing market-leading insight, analysis and thought leadership, as well as coordinating a global network of experts. A veteran of Zenith for twenty-five years, he has tracked more financial swings and business precedents than most.

Over the next three years, he expects the ad market to achieve its highest rate of sustained growth since 2000. According to Jonathan Barnard, “As consumers rely ever more on digital technology to connect and entertain them, and to inspire and fulfil their purchases, advertising is playing a greater role in driving sales and brand growth.”

Jonathan Barnard is Head of Forecasting and Director of Global Intelligence at Zenith, the ROI Agenc

14/02/2022

If anyone could characterize the amount of change marketers have experienced or the breadth of their ever-evolving responsibilities, it is Bob Liodice, Chief Executive Officer of the ANA, one of the world’s oldest and largest marketing associations. With a mission to drive growth, ANA serves the marketing needs of its vast member community that collectively represents more than 20,000 brands.

Speaking with Bob Liodice on trends is akin to experiencing a condensed session on the evolution of modern marketing. Our conversation continually touches on “hot button” topics ranging from consumer authenticity, purpose, sustainability, and diversity to innovation, measurement, transparency, and privacy, while also exploring what’s ahead and what matters most now.

If anyone could characterize the amount of change marketers have experienced or the breadth of their

07/02/2022

Ben Jankowski has a knack for posing exactly the right question or directly stating an issue that others may have overlooked. From talking about today’s “terrible digital ad experience” to figuring out how marketers can “create the kind of value that people really want,” his long experience and love for the business of media helps to push the industry forward.

He is also part of a new generation of marketers driving ownership and change on important media topics and this work has helped shape leading industry initiatives including brand safety, cross-media measurement, and privacy.

Ben Jankowski has a knack for posing exactly the right question or directly stating an issue that ot

31/01/2022

Brian Wieser, GroupM’s Global President of Business Intelligence, has been at the center of advertising forecasting and media trend watching for a very long time.

As he tracks global advertising expenditures in key media categories— TV, Audio, Cinema, Out of Home, Print, and Digital, Brian Wieser believes that total ad revenue will exceed $1 trillion by 2025, or up significantly from its current $766 billion. He says, “The pandemic has been an extraordinary catalyst for growth.” While his 2021 global ad revenue forecasts reflect a 22.5% increase over the year prior when COVID-19 first began, he anticipates continued growth in 2022— as much as 9.7%. And that figure doesn’t even include U.S. political advertising!

Brian Wieser, GroupM’s Global President of Business Intelligence, has been at the center of advertis

24/01/2022

CEO of the World Federation of Advertisers, Stephan Loerke, believes that we may look back on 2021 as a turning point for the marketing industry on several critical issues. A self-proclaimed optimist, he thinks the past year has laid the foundation for making the ad industry better, fairer, more open, and resilient. He adds, “And that’s a good starting point to embrace with confidence the challenges that 2022 will throw at us.”

For Loerke, 2021 was the year that the industry got serious about climate change and the fact that marketing has a key role to play in the solution. His organization launched the WFA Planet Pledge in April as a framework and commitment to help marketers embrace environmental challenges.

CEO of the World Federation of Advertisers, Stephan Loerke, believes that we may look back on 2021 a

24/01/2022

“As 2022 – the Year of the Tiger – comes roaring in, it’s that time to speculate once again on what lies ahead for marketers,” says Doug Wood. “So, here’s the top ten trends and challenges I see (in no particular order) that if unheeded may make brands the next endangered species (assuming they are not already).”

Doug Wood has practiced law for 45 years with a concentration in advertising and marketing. He is a Senior Counsel at Reed Smith and serves as General Counsel to the ANA, the Mobile Marketing Association, and the Ad Council, while advising major brands throughout the world.

“As 2022 – the Year of the Tiger – comes roaring in, it’s that time to speculate once again on what

29/11/2021

The Zebra was started in 2012 with a single goal: to simplify insurance. And in doing so, they’ve become the leading insurance comparison site in the United States. Earlier this year, the Austin, Texas-based company raised $150 Million after doubling its revenue in 2020 to reach “unicorn” status.

Stephanie Junge-Filipek is Senior Director of Brand Marketing at The Zebra and builds her role around performance brand marketing and measurement. Named one of The Internationalist’s NEXT 50 in 2019, she has spent a decade in international media planning, buying and optimization for key digital brands, including travel leaders like Trip Advisor, Expedia and

The Zebra was started in 2012 with a single goal: to simplify insurance. And in doing so, they’ve be

19/11/2021

It’s always wonderful to see people continue to innovate in their career. More than a decade ago, The Internationalist named London-based Pete Colvin one an Agency Innovators as part of an annual initiative to highlight those agency executives who are transforming our concepts of a contemporary advertising business.

After almost two decades at MEC--now Wavemaker-- in roles ranging from Client Management to Business Development, to working on all elements of Global Media & Communications, he has created his own independent media consultancy: Colvin Media Solutions.

It’s always wonderful to see people continue to innovate in their career. More than a decade ago, T

14/11/2021

Madonna Badger is Founder & Chief Creative Officer at Badger & Winters, an agency that she started when she was just 29 years old. Since then, she has dedicated her life and her New York City-based ad agency to improving how women are represented, served, and hired by the industry. She also believes that disruptive creativity can be a force for positive change in the world.

Madonna Badger is Founder & Chief Creative Officer at Badger & Winters, an agency that she started w

11/11/2021

Taking a legacy brand in a new direction is never easy. Doing so during a pandemic is certainly not for the faint of heart.

David McKillips accepted the role of CEO for CEC Entertainment in January 2020; CEC is named for its flagship Chuck E. Cheese brand and incorporates the Peter Piper Pizza and Pasqually's Pizza & Wings brands.

Taking a legacy brand in a new direction is never easy. Doing so during a pandemic is certainly not

01/11/2021

HSBC UK differentiates itself from other banks with the suite of products and services it offers some of society’s most vulnerable people, particularly the homeless. When you don't have a home, it's hard to open a bank account. When you don't have a bank account you have no safe space to keep your money and it is hard to access government benefits and wages.

HSBC UK differentiates itself from other banks with the suite of products and services it offers som

26/10/2021

Bank of the West launched a new brand positioning around sustainable financing by joining forces with 1% For the Planet to launch the first checking account of its kind, designed to empower consumers to take climate action. For every account opened, the Bank donates 1% of net revenues to support environmental non-profits.

Bank of the West launched a new brand positioning around sustainable financing by joining forces wit

19/10/2021

From Clean Tech to the Circular Economy, from Food Security to a Green Recovery and reducing emissions within the decade, we are surrounded with new considerations. Are we seeing new models that will change how business operates? Can marketing innovation accelerate the process?

From Clean Tech to the Circular Economy, from Food Security to a Green Recovery and reducing emissio

19/10/2021

There is confusion around the many words now associated with “doing good” – be they purpose, sustainability, diversity and inclusion, CSR, corporate responsibility, dividends plus, or ESG. Ideally, all these terms should be linked to business strategy, goals, and measurement to be effective

There is confusion around the many words now associated with “doing good” – be they purpose, sustain

19/10/2021

Consumer concerns are at the heart of the sustainability discussion among marketers. Yet, the marketing community is very much aware of the complexity of the concept as definitions of "sustainability" seem to expand as they encompass more elements of human activity, brand responsibility and corporate concern.

Consumer concerns are at the heart of the sustainability discussion among marketers. Yet, the marke

05/10/2021

E-mobility is a trending topic in Germany given climate issues and an electric car bonus introduced by the government.

As every potential car buyer asks questions about electric cars, Renault’s challenge was to remain the best-selling e-car in Germany-- despite high-profile competition and statistics proving that more than 60% of potential buyers are not yet committed to a brand or model of electric car.

E-mobility is a trending topic in Germany given climate issues and an electric car bonus introduced

28/09/2021

John Rocco has led a significant initiative to support small businesses during the COVID crisis. And while Scotiabank is one of the largest financial institutions in Canada, he learned through survey information that less than a quarter of small business owners believed that their banks were “very helpful” in terms of needed support.

John Rocco has led a significant initiative to support small businesses during the COVID crisis. And

15/09/2021

Most of us are familiar with term life insurance and have likely gone through the enrollment process. However, diabetics, as a risk group, have a difficult time getting insurance in many countries. Allianz Life Germany is working to eliminate this inequality and launched a unique term life insurance product, which is specifically designed to address diabetics and help them better secure their future.

Most of us are familiar with term life insurance and have likely gone through the enrollment process

13/09/2021

It all started with a bold vision for Denmark-based Maersk-- the largest and best-known ocean shipper, responsible for moving one-quarter of all goods and materials around the world. Søren Skou, CEO of A.P. Møller - Mærsk A/S since June 2016, understood how difficult it is for businesses to navigate the world of container shipping. He stated, “Within the next 3-5 years, it should be as easy to ship a container across the world as it is today for consumers to send a parcel.”

It all started with a bold vision for Denmark-based Maersk-- the largest and best-known ocean shippe

08/09/2021

Rahul Malhotra, Head of Brand Strategy and Stewardship at Shell, sincerely believes that corporations can transform the world around us profitably, better, and faster than governments. For the last five and half years, he has been responsible for global brand strategy and architecture for Shell’s brand identity, as well as the company’s brand stewardship and employee ambassadorship. Plus, he has led an extraordinarily successful program to embed Shell’s Purpose into the DNA of employees and into the value propositions for all stakeholders.

Rahul Malhotra, Head of Brand Strategy and Stewardship at Shell, sincerely believes that corporation

30/08/2021

German Supermarket Chain REWE focused their latest TV campaign on fresh, regional fruits and vegetables with an interesting Artificial Intelligence approach to TV advertising. They were able to automatically transcribe and immediately analyze the sentiment in Germany’s #1 cooking-show, “The Perfect Dinner,” to dynamically display a specific ad in the right context within the real time TV program.

German Supermarket Chain REWE focused their latest TV campaign on fresh, regional fruits and vegetab

18/08/2021

As adjust to life in the second half of 2021, we sometimes forget the sweeping effect that COVID 19 had on specific industries—particularly in some of the European countries that were ravaged by the virus. Here’s a heartwarming case of how Spain helped to raise the importance of its farmers and fisherman… and the significance of its local agri-food sector.

Alimentos de España or Foods of Spain proves just how advertising can make a world of difference, and this award-winning program for the Ministry of Agriculture division of the Spanish Government from independent agency, SomosSapiens, helped a majority of Spaniards feel honored to be part of their country in desperate times and proud of its gastronomic heritage and the local Mediterranean diet.

As adjust to life in the second half of 2021, we sometimes forget the sweeping effect that COVID 19

17/08/2021

Many think that anti-racism activism and the movement is limited to the US. While it has certainly created a new consciousness and increased conversations around the topic, few recognize the worldwide implications… and actions.

TIM Brazil is the Brazilian subsidiary of Telcom Italia, an Italian telco that provides telephony services, mobile services, and DSL data services. Their initiative, in response to issues of racism and language, is the “Awareness Keyboard,” an app ranked among the Top 10 in Brazil with nearly 20 million downloads.

Many think that anti-racism activism and the movement is limited to the US. While

10/08/2021

In today’s Internationalist roundtable discussion, we’re looking at ISSUES OF DISABILITY & INCLUSION in the ONLINE world and how both MARKETING & LEGAL considerations are intersecting now.

As more of life is lived online—especially in our remote work environment, marketers and brands can greatly benefit by becoming more inclusive to people with disabilities—whether temporary concerns like carpel tunnel syndrome or a broken arm to more permanent issues like hearing loss or impaired vision. This represents a worldwide market of over 1 billion consumers.

In today’s Internationalist roundtable discussion, we’re looking at ISSUES OF DISABILITY & INCLUSION