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Ford Plans to Take ‘Go Further’ Global

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Posted in:Marketing Sans Frontiers

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Ford Motor Co. plans to convert buzz from a 60-second TV spot in which the Ford name is neither shown nor mentioned into a global marketing campaign to capture consideration from untapped audiences.

“Go Further” will replace “Drive One” and, in Europe, “Feel the Difference,” as Ford pursues a strategy to change consumers’ “preconceived notions” about the brand and its reputation for quality, said Jim Farley, group VP-global marketing, sales and service, during a press conference Monday at the company’s headquarters in Dearborn, Mich.

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Top 10 Tweets – 2012 ANA Advertising Financial Management Conference


  1. SapientNitro: “Think multi-channel, multi-brand, multi-region” #ANAmarketers
  2. SapientNitro: “Successful ideas transcend technology” #ANAmarketers
  3. Seamless multichannel universal – buyers need to realize all media channels offer interaction w/ consumers -Forrester Research #ANAmarketers
  4. Audits don’t point out agency mistakes, but instead show what they are doing well and how they can do even better #ANAmarketers
  5. Sorrell: clients need to build brands for the long term and integrate and distribute big ideas.#anamarketers 
  6. #ClevelandClinic showing strong branding values and patient-centric approach in their appointment of Chief Experience Officer
  7. Hans Melotte: the key to strong relationships with your partners is two-way dialogue, accompanied with measurement. #anamarketers
  8. Good advice from J&J CPO talking a great talk about value over cost. Innovation, execution and adaptability #ANAmarketers
  9. #ClevelandClinic: Marketing goals include heightened awareness using robust digital measuring tools #ANAmarketers
  10. The Accountable Comp model: the “fair and shared” approach for a revolutionary client-agency relationship #ANAmarketers
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Dunkin’ Donuts’ ‘Indian’ Menu

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Posted in:Localization

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Mango doughnuts anyone? This is just one of the India-specific additions introduced by Dunkin’ Donuts, which officially launched in India on Tuesday.

The U.S. food retail chain, which has entered India in partnership with Jubilant FoodWorks Ltd., has refashioned its menu to include items and flavors that cater to local tastes.

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Sears Localizes Online Shopping

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Posted in:Localization, Retail, Social Media

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Whilst retailers compete to give shoppers the most personalized experience Sears is taking the lead by launching an online shopping portal that localizes customers shopping. The portal, SearsLocalAd.com, offers hundreds of additional local deals beyond Sears’ weekly print circular or e-commerce site.

Localization is pre-selected based on the shopper’s location and can be changed to any Sears store. Shoppers can browse weekly deals by department, brand or price point, and see in real time how many items are currently in stock at the selected location.

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