Is Johnnie Walker just another phrase for "upward mobility"? For a new global middle class, it sure sounds that way. "There are opportunities in countries around the world to capture a zeitgeist, the sense of momentum," says global brand director Gavin Pike. The $3 billion Scotch brand contributes about half of parent company Diageo's total sales volume (Johnnie Walker surpassed sales of 20 million cases for the first time last year). It does this in part by deploying local teams to plumb the collective psyche of its target markets--and then customizing its "Keep Walking" campaign to speak to the new regions' aspirations. The result: 80% of Johnnie Walker's 2013 growth came from emerging markets. Recent local efforts include:
The Most Innovative Companies
The top 50 companies in entertainment, media, sports, technology, and more.
Most Creative People
Meet this year's inspiring leaders.
Innovation By Design
A showcase for ingenious design solutions.
World Changing Ideas
New workplaces, new food sources, new medicine—even an entirely new economic system.
How the top talent from creative fields get work done.
The path to innovation is rarely smooth.
The up-and-coming companies that are disrupting industries.
Conquering The Cloud
Created for and commissioned by IBM.
Created for and commissioned by Adobe.
Closer To Next
Created for and commissioned by HPE.
Masters Of Marketing
Created for and commissioned by SteelHouse.