In this session...
In a world of complete transparency, where everything a brand does has the propensity to be telegraphed across the world very quickly, people expect a lot from brands.
As the dynamics both of globalism and anti-global localism have been strongly on display recently The landmark Brexit vote and anti-immigrant-influenced U.S. Presidential election seem to underscore a slide toward nationalism across the globe, raising business and marketing issues as well as political and economic ones. Given the intensity of these emerging anti-global, pro-local sentiments, how far-reaching might this trend be in influencing attitudes about global vs. national brands? And should we be thinking differently as marketers about how to interpret even globally uniting trends and events.
Luca Lindner, President, McCann Worldgroup will share insights about the changing dynamics of global brand marketing today and share the most recent insights from McCann Truth Central, McCann Worldgroup’s global intelligence unit, findings from its comprehensive global research and “The Truth About Global Brands.”