Nation branding is a young concept that is still being professionally defined, but its influence is already global.
*This was originally recorded as a G+ Hangout, but it was reformatted due to technical issues. Please excuse the lower-than-usual sound quality. The content, of course, is the usual upmost quality!
Amer Yaqub is the Senior Vice President of Global Advertising Sales at Foreign Policy. He also leads their nation branding division. Before FP, Amer spent 10 years at the Washington Post, where he worked in over 30 countries with dozens of governments and corporations on creative communications solutions including nation branding campaigns for Russia, China, India, Turkey and Spain and industry-leading programs for Shell, Areva, Alcatel and Airbus. More recently, he has helped win major corporate campaigns from Shell, Chevron, Northrop Grumman, Boeing, Lockheed Martin, Verizon and Hewlett Packard as well as extensive nation branding initiatives for East Timor and Russia.
Emily Simon is the Senior Manager of Nation Branding at Foreign Policy. She has worked with companies and governments worldwide on strategic communications campaigns that leverage live events, innovative digital and print products, and custom research. She previously served as Special Assistant to the President at America Abroad Media in Washington, DC and as Communications Coordinator at Harvard University. She has also been a freelance writer for The Boston Globe and has worked with PBS FRONTLINE as well as the U.S. Mission to UNESCO in Paris.
photo credit: Creative Roots