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TRENDSETTERS lives at the heart of the Internationalist mission as it spotlights a person and an idea in international marketing. Over the last decade, we have amassed hundreds of profiles...
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TRENDSETTERS lives at the heart of the Internationalist mission as it spotlights a person and an idea in international marketing. Over the last decade, we have amassed hundreds of profiles of extraordinary individuals and their groundbreaking work on our website.
We’ve learned that there’s interest in hearing the voices of these marketers directly, which has now given life to our TRENDSETTERS podcast series.
show less
We’ve learned that there’s interest in hearing the voices of these marketers directly, which has now given life to our TRENDSETTERS podcast series.
18 NOV 2024 · Ask Ruth Bernstein about her concept of Brand Beacons, and she’ll tell you they set the next standards in business. While that may sound like a monumental task or an extraordinary description of a brand’s potential, after a 30-minute conversation, I was convinced about the power of beacon status. Ruth Bernstein is the CEO and Co-Founder of Yard NYC, an independent creative company that helps inspire cultural and emotional connections to brands. She proves that brands can transform companies, communities, and causes—and that’s just a start.
Today, we discuss some of her foundational beliefs and some of the brands that achieve the highest aspirations of beacon status.
19 OCT 2024 · Eighteen months ago, former Omnicom Vice Chairman Tim Love released his award-winning book Discovering Truth: How to Navigate Between Fact and Fiction in an Overwhelming Social Media World. Drawing inspiration from renowned business leaders, Discovering Truth explored how today's social media affects trust in institutions and divides an increasingly polarized society. Tim Love is now devoting his efforts to what he calls “grave concerns about a dangerously wide-open internet” and especially to the potential impact on children.
We discuss those concerns and his tips for Navigating Between Fact & Fiction.
2 OCT 2024 · Surprisingly, few books are dedicated to how marketers can bring out the best in their advertising agencies.
Joanne Davis, a renowned expert in client-agency relationships, has just released a new book through Internationalist Press entitled How to Get Your Agency to Run Through Brick Walls—Without Paying More. With humor and wisdom, she provides a concise yet impactful volume that delivers a compelling message for clients seeking to unlock the full potential of their agency partnerships.
22 SEP 2024 · Dave McCaughan, Expert on Age and International Culture, Explains What Brands Get Wrong about Older People Dave McCaughan is a storyteller, marketing expert, consultant, and public speaker passionate about understanding the interconnection between people and brands. He spent three decades with McCann throughout Asia, developing the Strategic Planning practice and working with a stellar roster of global clients.
Ten years ago, he created a fascinating consultancy called BIBLIOSEXUAL for “marketing what matters to people” and joined two partners in establishing AI Agency, which uses artificial intelligence to track the narratives important to building brand stories.
Today, he turns his attention to another favorite topic — life stages, redefining aging, and the potential this offers to brands.
Ally Financial’s Pioneering Commitment is Changing How Brands Consider Investments in Women’s Sports
16 AUG 2024 · Women’s sports have been soaring in popularity, yet they still receive as little as 5% of sports media coverage. Ally Financial took a pioneering step in May 2022 by committing to spend equally on men’s and women’s sports within five years. Ally also scored a huge early win by working with CBS to move the National Women’s Soccer League’s championship game to its first-ever prime-time slot. This decision paid off.
Not only was viewership up 71% over the previous year, but the game became the most-watched match in the league’s history. Ally’s 50/50 pledge is now changing the way brands consider their investments in women’s sports. We discussed this groundbreaking effort with Bridget Sponsky, Ally’s executive director of brand and sponsorship marketing, and Mariana Dimitrova, Managing Partner & Executive Director at EssenceMediacom.
25 JUN 2024 · Hiki is the world’s leading app for friendship and dating in the Autistic community. It stands out from other dating apps because of its mission: to enable the Autistic community to connect with each other. Autistic people are 4x more likely to feel lonely than others. A contributing factor is that false assumptions and misinformation have created biased images in media and advertising that misrepresent those on the autism spectrum. Hiki aimed to challenge these limiting views and drive genuine representation of the community. Sef Cavendish, Social Media Coordinator at HIKI, and Rachel Lowenstein, Global Head of Inclusive Innovation at Mindshare, talk about this important initiative.
25 JUN 2024 · The World Health Organization (WHO) reports that one out of every thirteen people have enough hearing or vision impairment to depend on captioning and descriptive audio for their media use. By 2050, WHO also anticipates that 2.5 billion people will be living with some degree of hearing loss. While these statistics may seem overwhelming, the Ad Access Alliance, a group led by ISBA and Union des Marques, under the aegis of the WFA, with founding member Procter & Gamble, is joining foreces with others in the advertising ecosystem to ensure all ads are accessible to people with hearing or visual impairments.
Today, Taide Guajardo, Chief Brand Officer Europe at P&G, and Phil Smith, Director General of ISBA, or the Incorporated Society of British Advertisers, discuss an ambitious program to make all content more accessible.
20 JUN 2024 · Lana McGilvray is the co-founder and CEO Of Purpose Worldwide, a communications consultancy that specializes in helping clients define and connect purpose to growth. In an era of accountability, particularly in marketing, even the most noble missions must be associated with economic outcomes. Given her broad experience with brands, associations, nonprofits, and tech companies, Lana discusses the biggest challenges in pursuing a committed purpose agenda. She also offers insights on how notions of purpose can evolve to reflect societal issues.
9 JUN 2024 · Parity was created in 2020 to close the gender income and opportunity gap in professional sports, and CEO Leela Srinivasan has been in her role for a year. To help revolutionize the financial model for women athletes and create meaningful opportunities for brands, she has championed what may be the most extensive study of women’s sports fandom to date. In partnership with SurveyMonkey,
Parity surveyed 14,000+ consumers in 7 countries to find out who’s watching women’s sports, why, and what they think of women athletes.
The results led Leela Srinivasan to declare that women’s sports have moved from “having a moment” to being mainstream. She emphasizes, “Brands that don’t forge partnerships with women athletes are missing a massive opportunity.”
Today, we discuss the survey findings, how results differ by country, and some remarkable statistics about purchasing intent related to female athletes.
31 MAY 2024 · Michael Kelly has worked in digital media and communications strategy roles at consumer packaged goods and technology companies for much of his career. Now, he has accepted a “dream job” as Communications Director of World Bicycle Relief. While he’s a cycling enthusiast, he’s also passionate about the mission to provide bicycles to remote regions of the world so individuals have transport to education, paid work, and healthcare services—helping these secluded communities to thrive. In addition to learning more about World Bicycle Relief’s business model of combining nonprofit programs with social enterprise sales, we also discuss the intrigue of nonprofits and the marketing differences with for-profit companies.
TRENDSETTERS lives at the heart of the Internationalist mission as it spotlights a person and an idea in international marketing. Over the last decade, we have amassed hundreds of profiles...
show more
TRENDSETTERS lives at the heart of the Internationalist mission as it spotlights a person and an idea in international marketing. Over the last decade, we have amassed hundreds of profiles of extraordinary individuals and their groundbreaking work on our website.
We’ve learned that there’s interest in hearing the voices of these marketers directly, which has now given life to our TRENDSETTERS podcast series.
show less
We’ve learned that there’s interest in hearing the voices of these marketers directly, which has now given life to our TRENDSETTERS podcast series.
Information
| Author | Deborah Malone |
| Organization | Deborah Malone |
| Categories | Marketing |
| Website | the-internationalist.com |
| - |
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