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.