Marketers Share Ideas on Nurturing Global Brands

'Ad Age' Summit Honors Three CMOs of the Year

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NEW YORK ( -- Advertising age and Horizont's first annual Global Marketer Summit brought together leading marketers to discuss issues involved with creating and nurturing global brands, as well as best practices for expansion into fast-growing Eastern European nations. More than 150 people, many of them chief marketing officers from leading brand marketers, attended the one-day event held Sept. 1 in Frankfurt, Germany.

Speakers Simon Clift, chief marketing officer and group VP-personal care at Unilever, and Bane Knezevic, president of McDonald's Western Europe division and CEO of McDonald's Germany, focused on their companies' marketing strategies for Eastern Europe.

Others, such as John Partilla, president of Time Warner global marketing and senior VP-Time Warner, stressed the importance of providing advertisers with solutions in a new TV landscape. Andrew Robertson, president-CEO of BBDO Worldwide, advised participants on how to be both global and local.

award winners

The conference ended with the new Chief Marketing Officer of the Year award, sponsored by Booz Allen Hamilton and announced at a gala dinner. Winners were chosen for leadership in branding, services and retail.

The trio of CMOs of the Year announced at the event were Steve Sharp, executive director-marketing, Marks & Spencer; Erich Stamminger, president-CEO, Adidas; and David Magliano, marketing director for London's 2012 Olympic Games bid.

Mr. Sharp was chosen for a brand campaign "Your M&S" that reinvented the business and helped defeat a hostile-takeover bid. Mr. Sharp's marketing strategy influenced the whole company's agenda and redefined innovation. Mr. Stamminger was cited as a key architect of Adidas' growth and success. He redefined the brand across the globe and introduced the "Impossible is nothing" tagline. Mr. Magliano was recognized for building a clear brand image for London's bid that won over a skeptical public, as well as U.K. businesses and the International Olympic Committee.
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