PEOPLE BEHIND THE BRANDS

John Rocco has led a significant initiative to support small businesses during the COVID crisis. And while Scotiabank is one of the largest financial institutions in Canada, he learned through survey information that less than a quarter of small business owners believed that their banks were “very helpful” in terms of needed support.

Most of us are familiar with term life insurance and have likely gone through the enrollment process.  However, diabetics, as a risk group, have a difficult time getting insurance in many countries. Allianz Life Germany is working to eliminate this inequality and launched a unique term life insurance product, which is specifically designed to address diabetics and help them better secure their future.

It all started with a bold vision for Denmark-based Maersk-- the largest and best-known ocean shipper, responsible for moving one-quarter of all goods and materials around the world. Søren Skou, CEO of A.P. Møller - Mærsk A/S since June 2016, understood how difficult it is for businesses to navigate the world of container shipping.  He stated, “Within the next 3-5 years, it should be as easy to ship a container across the world as it is today for consumers to send a parcel.”

German Supermarket Chain REWE focused their latest TV campaign on fresh, regional fruits and vegetables with an interesting Artificial Intelligence approach to TV advertising. They were able to automatically transcribe and immediately analyze the sentiment in Germany’s #1 cooking-show, “The Perfect Dinner,” to dynamically display a specific ad in the right context within the real time TV program.

As we adjust to life in the second half of 2021, we sometimes forget the sweeping effect that COVID 19 had on specific industries—particularly in some of the European countries that were ravaged by the virus.  Here’s a heartwarming case of how Spain helped to raise the importance of its farmers and fisherman… and the significance of its local agri-food sector. 
 
Alimentos de España or Foods of Spain proves just how advertising can make a world of difference, and this award-winning program for the Ministry of Agriculture division of the Spanish Government from independent agency, SomosSapiens, helped a majority of Spaniards feel honored to be part of their country in desperate times and proud of its gastronomic heritage and the local Mediterranean diet.

Many think that anti-racism activism and the #BlackLivesMatter movement is limited to the US.  While it has certainly created a new consciousness and increased conversations around the topic, few recognize the worldwide implications… and actions. 
 
TIM Brazil is the Brazilian subsidiary of Telcom Italia, an Italian telco that provides telephony services, mobile services, and DSL data services.  Their initiative, in response to issues of racism and language, is the “Awareness Keyboard,” an app ranked among the Top 10 in Brazil with nearly 20 million downloads.

Wacom is a global company with a vision to bring people and technology closer together through natural interface technologies.  It is the world's leading manufacturer of interactive pen tablets and displays as well as digital styli and solutions for digital signatures.
 
Amid the pandemic, Wacom made a significant shift to helping their customers in education, media, and entertainment by offering consultancy sessions and transferring extensive company knowledge to their prospects.

French’s Mustard, one of the many brands from McCormick & Company, understands the value of National Mustard Day—which occurs the first Saturday in August-- and recognizes the importance of creating awareness around peak Grilling Season.  Plus, as a leading global provider of spices, seasonings, flavoring products, and condiments, McCormick is committed to new flavor exploration and defining new tastes.

During the COVID pandemic, Bankinter rose to become Spain’s second most visible bank through an idea known as “Bankinter, the Bank that Sees Money the Way You Do.” A two-minute, limited-run commercial became an anthem for the country, but the campaign also used a very clever creative idea to literally make people feel they were part of the currency.  Without question, the message resonated with the pride of the Spanish people, particularly during a crisis, and the visibility of Bankinter grew by nearly 1000% during the second week of the campaign.

Shawna Miller is Vice President of Marketing & Communications for Mastercard Canada, and she thrives on driving brand leadership through breakthrough campaigns, innovative thought leadership and solutions, and strong partner relationships.  In fact, a recent award-winning idea that uses Augmented Reality technology came from Canada and was developed end to end in Canada.