Global Brand Think Tank 

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The remit of brand marketers operating on a global scale is quite unlike that of their counterparts responsible for country or regional strategies. Managing a brand’s reputation and growth across cultures, markets and economies is, to say the least, highly demanding. The real need to share best practice, experience and knowledge in these still pioneering times is obvious to all.

Yet the infrastructure to support such an exchange between senior practitioners is surprisingly limited. Whilst country marketers have a myriad of associations, societies and professional bodies to support them, the International advertiser has no such formal or ready network to tap into. Add to this the fact that typically these individuals spend a considerable amount of the year between offices and in airports and you can see that an annual opportunity to sit down with like-minded individuals who face the same set of challenges is an attractive proposition.

In 2008, the IAA UK Chapter therefore created a Global Brand Think Tank consisting of the three stakeholder groups - international clients, networked agencies and global media owners - to participate in a private Think Tank programme of thought-leadership and peer discussions.   The programme launched with a two day conference in June of that year, and continues as private roundtables through-out each year.