Ruth Mortimer on global vs local

Two major brands have announced they are no longer relying on local marketing directors in the UK. Coca-Cola has scrapped its GB marketing director position altogether, while Kraft has decided that while the position will exist, marketing will be led centrally from Europe.

Country branding

South Afica

Mark Ritson has a good point, but makes it badly (Countries are countries not brands, MW last week). Why he used a ballistic missile when a .308 Winchester would have sufficed, is beyond me.

The business case that was presented to secure approval contained some pretty flawed assumptions

The recent travel chaos has led to a corporate inquiry at our place. A special committee has been formed to ensure we are better placed to cope with such situations in the future. High on the list of their early recommendations is that we should make better use of the state-of-the-art video conferencing facility that was installed in our main boardroom last year.

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