Stella Artois 5%: Let's talk about relationships - A new approach to global brand management

Stella Artois, the beer group owned by the Anheuser-Busch group, wanted to find a global idea that was consistent but flexible enough to reflect the different charactertistics of its brand's penetration and success in different countries.

Stella Artois 5%: Let's talk about relationships - A new approach to global brand management

Dan Broadwood Mother Advertising Ltd

SUMMARY

This is a story about a familiar global situation - the need for one global idea that can handle local cultural diff

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