Cover brand guardians 26 2 15

26 February 2015

Teenagers of the 90s

Marketoonist 25 2 15 Teenagers of the 90s

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Britvic CMO on optimum international agency structures

Matt Barwell, Britvic

Q: What approach should brands be taking in international markets and how should you organise agency relationships accordingly? In my experience, consistency is best achieved when a global brand team works with a lead strategic agency to ensure the brand purpose and communications strategy, along with brand guidelines, are clearly understood by the local teams […]

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