Janice Alfini recognizes that any multinational campaign must adhere to consistency in the marketplace, yet allow for local market relevancy in execution. When describing her dedication to a global role, Ms. Alfini’s team members describe her ethos best: “Janice handles the balancing act between brand enforcer and market supporter with efficient governance.”
They continue, “Janice is on the front line, supporting an expansive global franchise network. As the point person for branding and marketing, she constantly promotes the value of establishing one global look and feel across the world.”
Diners Club International, owned by Discover Financial Services, is a globally recognized brand serving the payment needs of select and affluent consumers. When established in 1950, it was the first multi-purpose charge card in the world-- launching a financial revolution in how consumers and companies pay for products and services. Today, Diners Club continues to deliver on its original brand promise, and through a global branding campaign called “Belong,” celebrates cardmembers and honors the experience and sacrifices required of people to achieve success. “Belong” portrays cardmembers as citizens of the world who are always expanding their horizons through experiences—be they large or small.
In 2012, Diners Club International announced its first global partnership with 20th Century Fox for the release of the film, Life of Pi. The best-selling book by Yann Martel was deemed a natural fit for the “Belong” campaign as it describes a young man's incredible survival at sea against almost impossible odds. This first global entertainment partnership was designed to bring the brand values of Diners Club to life. "We are incredibly excited to help promote a film that celebrates a very unique, transformative journey," said Janice Alfini.
The partnership also celebrates cardmembers' well-traveled, yet unending journeys through a worldwide photography contest. Aspiring photographers could submit a photo of a significant journey in their own lives to be judged by Claudio Miranda, cinematographer for "Life of Pi" and Andy Anderson, "Belong" campaign photographer.
Janice Alfini is also a two-time honoree of The Internationalist 100.