×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

Mobile apps, social integration, content are key trends

GOING GLOBAL

By Published on .

Most Popular

B-to-b marketers will extend their brands and operations into more territories around the world this year, focusing on emerging markets. “There is really more emphasis on setting up shop in [places] like Africa and Asia,” said Ogilvy's Aversano. “A lot of clients are looking at Africa—South Africa, Nairobi, etc.” Engineering company Emerson is expanding its media buy into Russia this year, said Kathy Button Bell, senior VP-CMO, and is looking at expanding into other new markets such as Australia, Korea and Malaysia. “Some of the emerging nations will make this a very challenging media life,” she said, pointing to issues such as higher taxes on TV commercials in Brazil, inflation in prices at major airports in China, and increased censorship and approval processes for creative in many markets.

In this article: