Continental AG

Continental AG holds to long-range marketing strategy for its Continental tire brand and will extend its sponsoring of world soccer events in the tire product category through the 2014 FIFA World Cup(TM) in Brazil.

Continental has acquired the rights to sponsor the 2014 FIFA World Cup(TM) in Brazil worldwide and will use this to link product communication in general with the sponsorship. In the fall of 2010, Continental's Passenger and Light Tires divisions will develop a new marketing concept for the premium Continental tire brand for the period through 2014 FIFA World Cup(TM).

Saatchi & Saatchi wins global Lurpak account

Saatchi & Saatchi has won the global advertising account for Lurpak, Brandrepubic reports. Lurpak is a brand owned by the Danish Dairy Board and marketed by Danish multinational Arla Foods. Saatchi & Saatchi won the account after a shootout against the UK incumbent, Wieden & Kennedy London.

Lurpak is currently available in more than 75 countries including the US, Venezuela, South Africa, Israel and China. It is the market leader in the UK and Denmark.

Saatchi & Saatchi will now handle Luria’s advertising and develop a global brand strategy for all of its markets outside the UK, where W&K will continue to handle the business.

The account will be run out of Saatchis' London office and secures Saatchis a position on the roster for Arla Foods, which distributes and markets the Danish Dairy Board-owned brand globally. The company is aiming to turn its cheese brand Castello, Lurpak and its own-branded Arla goods into its three flagship global brands.  

The appointment is the latest in a number of global assignments that mark a shift in Arla's marketing strategy, away from a market-by-market basis and towards a globalised approach.

Last year, it appointed Abbott Mead Vickers BBDO to handle the global advertising for its own-brand goods, while this year has seen it review the global accounts for both Castello and Lurpak. The former pitch has yet to conclude. Arla Foods has units worldwide including in Mexico, Dominican Republic, Venezuela and Argentina.

Basf

Basf starts image campaign: “We create chemistry”. That’s the central idea of the company’s new global image campaign that will be launched at the beginning of March. For the first time, BASF is combining its market communications and targeting decision-makers in business and society with a single global campaign that will run in print, television and online media.

In the past, BASF’s image campaigns differed from region to region. For the first time, BASF will now use the same campaign idea in print, television and online advertisements in Europe, North and South America and Asia Pacific.

The campaign was developed by an international team from BASF’s Corporate Brand Communications together with the advertising agency Wieden+Kennedy in Amsterdam. In the future, the theme of the advertising campaign will also be used in other areas of brand communication such as employer branding or customer communication.

Holiday Inn

Holiday Inn , announced the opening of four new Holiday Inn and Holiday Inn Express properties throughout the region, as well as the signing of an additional new Holiday Inn in Buenos Aires, Argentina.

The newly-opened properties — two in Brazil, one in Argentina and another in Honduras — all feature Holiday Inn's new refreshed look and feel that are part of IHG's ongoing $1 billion global relaunch of the Holiday Inn brand. The new look ensures consistency, an increased level of quality and service, and a new, more contemporary brand identity.

 

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