Stories About Advertising
Found 163 stories. Page 1 of 9.
New Guide Shows How CMOs Can Mainstream Sustainability by Closing Say-Do Gap for Good
MARKETING AND COMMS - BCG and the CMO Sustainability Accelerator — a coalition that includes Sustainable Brands, ANA and Adweek — have developed a practical guide to help brands “bring green to the mainstream” by developing and marketing sustainable choices for all consumers, not just those moved by sustainability claims.
‘If I Knew, I Would’: Why Brands Must Partner for Change at Scale
BEHAVIOR CHANGE - COVID reshaped our capacity for collaborative change. We saw that, when people had the right information, they would act accordingly. We must help people understand how to participate in the sustainable economy and what their impact can be. Even more, we must change social norms so that people feel compelled to opt in.
Generating Win-Wins: 4 Key Ingredients of Successful Social-Purpose Marketing
MARKETING AND COMMS - For a purpose-driven business, marketing must transform from traditional advertising to building a social-purpose ecosystem, requiring a fundamental shift in the way marketing is integrated and delivered. In a recent webinar, BCLC, PepsiCo and CLMBR discussed how they are shifting their marketing strategies to accelerate social purpose.
Achieving ‘Mainstream Green’ Is Key in Accelerating Transition to a More Sustainable Economy
PRESS RELEASE - New guide by CMO Sustainability Accelerator and BCG highlights ways to link sustainability to broader, related needs and remove barriers to growth for customers for whom sustainability is a concern, but not a primary driver.
Amid Peak Fire Season, Coors Banquet Launches ‘Protect Our Protectors’ Program Benefiting Firefighters
MARKETING AND COMMS - Proceeds from limited-edition Coors Banquet stubby bottles and a collaborative capsule collection with clothing brand Brixton benefit the Wildland Firefighter Foundation.
How to Build a Whole Brand — and Why You Want to
MARKETING AND COMMS - Holistic thinking has a positive impact on a brand’s market share and ensures it stands on the right side of history. Brands that solely rely on marketing will be severely disadvantaged, especially as more and more consumers choose brands that align with their values over ones that don’t.
The Doomsday Clock Is Ticking on the World’s Biggest Advertising Festival
MARKETING AND COMMS - The heat is on — from Greenpeace protesting Cannes to concerned citizens and legislative pressure — for advertisers to make their work count for more than selling more products to the Western world. Here are six key takeaways from this year’s Cannes Lions, and how your campaigns can be and do better.
Study Shows Purpose-Driven Ads Fall Short in Gaining, Holding Attention; New Approaches Needed
MARKETING AND COMMS - Joint research by GfK and the Goodvertising Agency reveals value of 'transformational campaigns that empower consumers, rather than those that tout product attributes.
Recycle Your Plastics, Not Your Visuals: A Modern Marketer’s Guide to Sustainability
MARKETING AND COMMS - By refreshing these assets, matching consumer sentiment and upleveling authentic storytelling, brands can better reflect the increasingly conscious world around them and create stronger connections to audiences yearning to make a difference.
Why Pushing Doesn’t Work … and a Better Way to Change Minds
BEHAVIOR CHANGE - Sometimes change doesn’t require more horsepower. Sometimes we just need to unlock the parking brake. This book is about finding the parking brakes — discovering the hidden barriers preventing change that are thwarting action and learning how to mitigate them.
Are Sustainable Brand Messages Targeting the Wrong People?
MARKETING AND COMMS - By focusing on a handful of easy target demographics, brands exclude swaths of people — the people who most need to be included in the narrative. The next time you brief your agency or write a brand plan, I hope you’ll rethink assumptions of who the sustainable consumer could be.
Effective Storytelling Can Inspire Positive Action for People and Planet
BEHAVIOR CHANGE - Marketers are the co-creators of our societal narrative, and a brand’s messaging has the ability to drive culture change. Never before has the power of the stories we tell held such importance or latent opportunity.
Sustainability or Spin? Why Straight Facts Matter Most
MARKETING AND COMMS - As demand for better brands continues to increase, we can expect an exponential increase in two things: ‘green’ brand claims and the level of public scrutiny. Before your brand team loses time, money and precious brand equity, check out this summary of resources to help you stay the course.
Advertising: A Missing Link in Successful Corporate Climate Action Plans
MARKETING AND COMMS - Advertising is a $700B industry that has been overlooked as a source of significant carbon emissions. To achieve sustainable advertising, we must make it easier for companies to calculate their Scope 3 emissions. Here's how some of the world's largest brands, agencies and ad-tech companies will benefit from new innovations.
‘Greenwashing Is Dangerous’: Lessons for Purpose-Driven Brands from Innocent’s Recent Lashing
MARKETING AND COMMS - Brands now understand the immense benefits of touting their sustainability and purpose credentials; but those with sustainability ‘halos’ aren’t immune to scrutiny over their claims. As Innocent drinks was recently reminded, the stakes have never been higher for getting it wrong.
Super Bowl 2022: Glimmers of Purpose Messaging Brighten Push for Consumption as Usual
MARKETING AND COMMS - Except for a clutch of ads for EVs, it seems the climate crisis is not yet a force driving brand messaging at the Super Bowl. But a few brands seized the opportunity to drive adoption of sustainable behaviors at scale.
Super Bowl Ads Cost $6.5M This Year – What If Brands Used That Money for Good?
MARKETING AND COMMS - Advertising is a critical element for business success; and successful businesses are better positioned to give back to society. But we believe the societal impact of $6.5M can do far more to authentically connect stakeholders with brands than a half-minute of airtime.
Mayo x Mayo: Hellmann’s, Jerod Mayo Team Up During the Big Game to Tackle Food Waste
BEHAVIOR CHANGE - In Hellman’s newest Super Bowl spot, former football player and current coach, Jerod Mayo, shows would-be home food-wasters how they can ‘make taste, not waste.’
Thinking About the Box: The Role of Digital Printing in Packaging Sustainability, Consumer Experience
PRODUCT, SERVICE & DESIGN INNOVATION - Brands have a powerful voice and field of influence; by leading by example on digital packaging innovation, they can not only reduce their impact on the environment, but be heroes of change and inspire others to take positive action, as well.
Carlsberg Group Joins Companies Using Marketing to Drive Climate Action
MARKETING AND COMMS - The brewing giant joins 16 other global companies in signing onto the World Federation of Advertisers’ Planet Pledge, which aims to change marketing from a driver of consumption into a catalyst for more sustainable thinking and behavior.
