Stories About Advertising
Found 157 stories. Page 1 of 8.
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.
Tide, NFL Partner to Inspire Football Fans to #TurnToCold
BEHAVIOR CHANGE - The partnership aims to encourage more than 80 million households of NFL fans to switch to energy-saving cold-water washing in an effort to dramatically reduce consumer greenhouse gas emissions.
Rethinking How Brands Engage Pride, Worldwide
WALKING THE TALK - As we exit Pride month and look to WorldPride in August, it’s apparent that we’re at an inflection point for purpose — one that requires consistent corporate action that positively impacts LGBTQIA+ people, no matter where they are in one’s workforce or world.
Forget Selling Products. Change Lives, Instead.
MARKETING AND COMMS - The happiness of buying new shoes is a short-lived dopamine kick, whereas finding better ways of living in balance with yourself adds lifelong value. It’s time to create a new offering: Who can you help people become?
P&G & GLAAD’s ‘Visibility Project’ to Advance LGBTQ Visibility in Advertising
MARKETING AND COMMS - P&G has committed $1M over three years and partnered with GLAAD to work with brands and agencies to advance LGBTQ inclusion in advertising. New study finds senior marketing and ad execs recognize LGBTQ inclusion as a force for positive social change, yet worry about authentic representation.
P&G, Dove Push for More Equitable Representation in Media
MARKETING AND COMMS - The two companies are putting their money where their mouths are when it comes to increasing inclusion, both in their messaging and in the media at large.
Unilever Redefining ‘Normal’ with New ‘Positive Beauty’ Strategy
MARKETING AND COMMS - Unilever is eliminating the word “normal” from all of its beauty and personal care brands’ packaging and advertising, championing a new era of beauty that is equitable and inclusive, as well as sustainable.
