In a world that is shrinking as communication networks expand and improve, the need for powerful brands to be able to reach across geographical boundaries but also talk to local audiences in their own language is paramount. How global brand communication is managed centrally will determine a business' reputation in multiple countries, affecting its standing in the world's business arena
Bell Pottinger Business & Brand conceives and implements integrated thought leadership programmes to help brands build their reputation and engage diverse audiences across the globe. We also operate centralised, international press offices for businesses spanning sectors. Whether co-ordinating a single global campaign launch, providing content and toolkits to help clients implement activity at a local level, or drawing on Bell Pottinger’s international networks to provide on the ground support, we ensure our clients brands are known, their message consistent, and that they engage effectively with their audiences, in all four corners of the globe.
Recent successes include:
- Developing content and managing global and local implementation of thought leadership campaigns across technology, retail and automotive sectors, for international market research company TNS
- Implementing strategic international campaigns for the international airline, Emirates’ various businesses such as Emirates Tours (UK tour operator arm), Arabian Adventures (Dubai-based destination management company), and Emirates Hotels & Resorts (Dubai and Australia)
In 2005, HSBC commissioned the Future of Retirement (FoR) series, a pioneering global consumer research and PR/thought leadership programme. Since then, we have worked with HSBC year on year to help raise awareness and consideration of HSBC as a retirement solutions provider and position the bank as a thought leader in this space.
Our role has been to act as a central hub for all PR and social media activity promoting the campaign, coordinating and supporting media outreach in every country involved in the study. We work with the research agency to shape the underlying survey and distill the results into findings with strong media potential.
For each FoR programme, we have implemented and launched the global study across international markets, while providing tailored support for local country communications teams. FoR 6, which we launched in two phases in May and September 2011, was the broadest and most in-depth yet in HSBC's Future of Retirement series, surveying 17,000 consumers in 17 markets.
For the FoR 6 programme alone, we recorded 1,856 pieces of coverage worldwide, including: 376 in UK; 143 in France; 301 in China; 453 in India; and 83 in Canada. Examples of coverage include BBC World Service, Radio Five Live and Sky News, as well as feature-length reports from CNBC and Reuters TV, the FT to The Daily Mail, and on every one of the major international newswires.