Stories About Advertising
Found 144 stories. Page 1 of 8.
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.
For Those Still Wondering About the Business Case for Purpose …
BUSINESS CASE - In its latest research to understand consumer expectations of responsible brands, Porter Novelli used social psychology to unpack why consumers prefer Purpose-driven brands — and the importance of strong storytelling to complement sound business strategies.
Bad Sustainability Writing Is Everywhere, and It’s a Problem
MARKETING AND COMMS - The proliferation of ineffective communications is holding sustainability back in its most critical decade. There is no more time for boring, beige writing. We need language that teaches, convinces and inspires — before it’s too late.
7 Tips for Engaging Consumers on Circularity
MARKETING AND COMMS - If consumers are to embrace sustainable products en masse, they need better information to be able to make an informed choice — and this is where marketeers have a vital role to play.
What Would You Do with $6M? Quantifying the Social Impact of a Super Bowl Ad
MARKETING AND COMMS - Reaching 100 million people at once comes at a high cost — but the sticker price of a Super Bowl ad comes with deeper implications, both for brands and society. What if that money was used for good?
Complementary Studies Provide Glimpses into Consumers’ Minds During Most Difficult Year in Modern History
MARKETING AND COMMS - Amidst the uncertainty of the world in a global pandemic, two key pieces of 2020 research offered hope and optimism about what purpose-driven brands can achieve in 2021 — buoyed by new attitudes, opinions, and desires from consumers.
Why Climate Change Iconography Needs a Refresh — and How Your Brand Can Achieve It
MARKETING AND COMMS - Here are three key considerations worth keeping in mind as you endeavor to find, create and use fresh, relevant visual content to communicate your brand’s commitment to sustainability — and even more importantly, inspire customers to action.
How DEI Issues Have Reshaped the Brand Purpose Landscape
ORGANIZATIONAL CHANGE - A dramatic shift in diversity is only possible if the most exposed, vulnerable and or marginalised groups contribute to decision-making around narratives, ideas and solutions. Can you name any brands that are championing race within their purpose work and doing it well?
Kolster to Brands: Tout Not How Great Your Product Is, But What It Can Help People Become
MARKETING AND COMMS - In his new book, The Hero Trap, Thomas Kolster says rather than promoting what’s good about their company or products, brands need to shift their focus to their customers — specifically, their brand’s role in helping its customers transform their lives.
Cartwright to Brands: Look Inward Before Responding to Social Issues
MARKETING AND COMMS - Keith Cartwright, the creative force behind such powerful statement ads as P&G’s “The Look” and “The Choice,” shares his insights and advice to brands and agencies on how to most authentically respond in times of crisis.
Good Start — But Let’s Move from ‘Brand Say’ to ‘Brand Do’
WALKING THE TALK - Much-needed updates to a growing number of brands in response to the Black Lives Matter movement is a great start. But deep, lasting impact requires two main actions — apologies; and adjusting the social paradigm.
Over 400 Advertisers Show Facebook That They Won’t Tolerate Hate
BEHAVIOR CHANGE - In just over two weeks, the Stop Hate for Profit campaign has rallied the support of over 400 companies — all of which have pulled their advertising dollars from Facebook and Instagram for the month of July.
Kolster to Brands: Avoid the ’Hero Trap’ and Close the Intention-Action Gap
WALKING THE TALK - Internationally recognised speaker and author Thomas Kolster, also known as Mr. Goodvertising, takes a hatchet to his earlier beliefs around purpose-driven brands in a new book, “The Hero Trap.” He says the one question brands need to be asking and acting on to change behaviors at scale and unlock sustainable growth that benefits all is ‘Who can you help people become?’
