How the west was won 26 March 2012 - This is the story of how a business from the East started taking over the West. M&M Global talks to R Gopalakrishnan, director of Tata Sons, guardian of ‘brand Tata’ for more than a decade. Global insurer rewrites terms of engagement 26 March 2012 - Think global and act local is the mantra that AXA is banking on to carry it through a year in which it aims to conquer Asia and establish itself as the ‘People Protector’. Avon calling: for a makeover 26 March 2012 - The domestic market of one of the world’s iconic brands may be shrinking, but Avon’s association with female empowerment translates well into emerging markets, writes Martina Lacey Savouring the spirit of marketing 13 December 2011 - The man behind big-name brands Johnnie Walker, Smirnoff and Guinness talks about his ambitions to accelerate growth and profitability at the world’s leading alcohol company. Brand Martha: The domestic goddess 28 September 2011 - So strong is the Martha Stewart brand that it has bounced back from its founder’s incarceration to become a global empire. Keeping time with the local rhythm 28 September 2011 - Latin American countries have much in common but also many important local variations. Alfonso Rodés Vilà from Havas explains to Greg Brooks how ensuring the agency addresses both local similarities and local differences has helped it succeed across the world. Bringing luxury to the mass market 28 September 2011 - The purchase of luxury items in Latin America is no longer the preserve of the affluent business traveller passing through, as the region’s economy continues its upward spiral and consumers become ever more sophisticated, reports Greg Brooks. Coca-Cola gets ‘liquid and linked’ with mums 27 September 2011 - Coca-Cola’s desire to double its revenue is now driving its social media marketing effort and its quest to get the buy-in from the female keepers of the fridge, writes Mark St Andrew. Heineken: global ambition for consumers 26 September 2011 - Heineken’s new creative positioning taps into the emotional sensibilities of its target audience and, writes Mark St. Andrew, lies behind the beer brand’s impressive haul of awards at Cannes Lions 2011. The triumphant return of 'Made in China' 24 June 2011 - While most international companies are racing to gain a foothold in China, Chinese sporting apparel brand Li Ning is aiming for success in the West,