Found 173 stories. Page 1 of 9.
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.
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.
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.
MARKETING AND COMMS - Product, product, product drove Super Bowl commercials this year; purpose and ESG communication were largely left on the bench.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.