For the PC brand Lenovo, Bengaluru is its global marketing hub. A team of 150 comprising of professionals from marketing, creative, software, analytics and research teams work at this hub. Understanding the marketing opportunity and then creating a brief and ultimately the product demand is what this team is responsible for. This team works closely with Oglivy and has been credited with working on campaigns like ‘What’s your idea of fun’ and ‘Sketchpad’. The team is also involved in understand Lenovo’s customer by looking at their purchase behaviour, transaction history, frequency of purchase, value of purchase and such. The hub’s importance for Lenovo can be gauged from the fact that it handles over 5,000 marketing jobs annually from across the globe.

Google has a creative lab too. Although the company spends pennies on advertising it is pound wise. The creative team is always striving to rethink marketing across different kind of media- some of which doesn’t even exist. The team comprising of programmers, writers, storytellers, film makers, art directors and digital designers is responsible for marketing Google’s products which includes search, Android and everything in between. If something needs creativity, this team has to do it. The company invested heavily in new forms of advertising last year. Television ads were aired for the web browser Chrome and ‘Gone Google’ campaign was a big success. The important thing to note is that even though Google has achieved world domination it has started investing in advertising.

Part 3
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