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A global activation with employees at grassroots level

A global activation with employees at grassroots level  For the second time, spirits company Bacardi created a magnificent, global marketing campaign that required extensive planning and thorough internal communications, writes Michael Bratt. Turning every employee into a brand ambassador was the central component of Bacardi’s Back to the Bar brand awareness campaign. Coinciding with the 157th anniversary of the brand’s founding, more than 7 000 Bacardi employees across 130 global cities visited over 1 000 bars during a 16-hour period. With the main aim of brand awareness, the self-named primos and primas handed out cocktails to and interacted…

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A disconnect between what Marketers do and what organisations think they should do

Tracy Porter I have often said it: “Everyone in the organisation is a brand ambassador,” “every employee owns marketing,” “the CEO is the face of the organisation” and more. Am I perhaps sending the wrong message into the organisation? Am I not fighting the marketing case strongly enough? In essence the above is correct and true but perhaps I am supporting those who have a different meaning of what marketing is, than to those who understand how marketing contributes to firm’s performance. Those who often misunderstand marketing think it is mainly about promotional elements of marketing, events,…

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