Stories About Advertising
Found 173 stories. Page 1 of 9.
The Many Hats of a Sustainable Marketer
MARKETING AND COMMS - Marketing is becoming inextricable from sustainability. Marketers must collaborate with other departments closely, gather accurate knowledge and work out how to share brand attributes in a humble and credible way.
Lights, Camera, Climate Action? Advertisers Being Called Upon to Rein in Their Carbon Footprint
MARKETING AND COMMS - Accurately measuring, tracking, comparing and reporting impacts for the process of producing, filming, displaying and running ads will be crucial for the industry to play its part in solving one of the big challenges of our time.
Cultural Intelligence Unlocks Campaign Strategies to Support Brand-Led Culture Change
BEHAVIOR CHANGE - By unpacking consumer trends and crafting poignant narratives, today’s brands can create behavior change, shift consumer demand, and drive good growth — resulting in positive market transformation and sustainable culture change.
Pomp, Personalities and Products Made for a Super Bowl with Little Purpose
MARKETING AND COMMS - Product, product, product drove Super Bowl commercials this year; purpose and ESG communication were largely left on the bench.
The Power of $7M: How Companies Can Make a Lasting Impact with Their Super Bowl Ad Budget
MARKETING AND COMMS - Directing $7M to improving lives instead of selling products sends a powerful message of hope and generosity to millions of Super Bowl fans.
It’s Not Easy Being Green: How to Avoid the Many Shades of Greenwashing
MARKETING AND COMMS - With keener public awareness and growing scrutiny of brand sustainability claims, greenwashing hasn’t gone away but become a ‘many-headed beast.’ Experts weigh in on the best way forward for brands.
From Messages to Painted Pictures: How Storytelling Drives Social Purpose
MARKETING AND COMMS - Messaging is about telling an audience something; storytelling shows them something. Engaging social-purpose storytelling can shape the way people think and feel, and motivate them towards a desired action.
Brand-Led Culture Change Key to a Flourishing Future
BEHAVIOR CHANGE - By prioritizing bold business imperatives and meeting deep human needs, brands can transform themselves into the leaders of a new, regenerative economy. But these initiatives cannot thrive in a closed system of communication.
2022 Trends in Purpose and What They Mean for the Year Ahead
THE NEXT ECONOMY - This year, we saw companies double-down on purpose amidst a rise in consumer skepticism and politically motivated attacks on ESG. Below are six notable trends and what they might mean for 2023.
Politics and Purpose: The US Consumer Response to Purpose-Driven Marketing Across the Political Spectrum
MARKETING AND COMMS - How does identifying with a certain political party, generation or minority group influence whether consumers think more highly or more disapprovingly of a brand taking on a cause? Here is what we learned.
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.
