Assets About Advertising

Found 232 assets. Page 4 of 12.

Article
Consumer Behavior ChangeCollaboration & Co-CreationMarketing & Communications
‘If I Knew, I Would’: Why Brands Must Partner for Change at Scale
‘If I Knew, I Would’: Why Brands Must Partner for Change at Scale
Published on November 2, 2022
About a 4 minute read

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... View More

Article
Marketing & CommunicationsOrganizational Governance
Generating Win-Wins: 4 Key Ingredients of Successful Social-Purpose Marketing
Generating Win-Wins: 4 Key Ingredients of Successful Social-Purpose Marketing
Published on October 25, 2022
About a 6 minute read

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 ... View More

Article
Community Updates
Achieving ‘Mainstream Green’ Is Key in Accelerating Transition to a More Sustainable Economy
Achieving ‘Mainstream Green’ Is Key in Accelerating Transition to a More Sustainable Economy
Published on September 26, 2022
About a 7 minute read

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. ... View More

Article
Marketing & Communications
Amid Peak Fire Season, Coors Banquet Launches ‘Protect Our Protectors’ Program Benefiting Firefighters
Amid Peak Fire Season, Coors Banquet Launches ‘Protect Our Protectors’ Program Benefiting Firefighters
Published on August 4, 2022
About a 3 minute read

Proceeds from limited-edition Coors Banquet stubby bottles and a collaborative capsule collection with clothing brand Brixton benefit the Wildland Firefighter Foundation. ... View More

Article
Marketing & CommunicationsOrganizational Governance
How to Build a Whole Brand — and Why You Want to
How to Build a Whole Brand — and Why You Want to
Published on August 3, 2022
About a 3 minute read

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 alig... View More

Article
Marketing & Communications
The Doomsday Clock Is Ticking on the World’s Biggest Advertising Festival
The Doomsday Clock Is Ticking on the World’s Biggest Advertising Festival
Published on June 27, 2022
About a 7 minute read

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 C... View More

Article
Marketing & Communications
Study Shows Purpose-Driven Ads Fall Short in Gaining, Holding Attention; New Approaches Needed
Study Shows Purpose-Driven Ads Fall Short in Gaining, Holding Attention; New Approaches Needed
Published on June 20, 2022
About a 4 minute read

Joint research by GfK and the Goodvertising Agency reveals value of 'transformational campaigns that empower consumers, rather than those that tout product attributes. ... View More

Article
Marketing & Communications
Recycle Your Plastics, Not Your Visuals: A Modern Marketer’s Guide to Sustainability
Recycle Your Plastics, Not Your Visuals: A Modern Marketer’s Guide to Sustainability
Published on May 25, 2022
About a 4 minute read

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. ... View More

Article
Consumer Behavior ChangeMarketing & Communications
Why Pushing Doesn’t Work … and a Better Way to Change Minds
Why Pushing Doesn’t Work … and a Better Way to Change Minds
Published on May 19, 2022
About a 8 minute read

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 ... View More

Article
Marketing & Communications
Are Sustainable Brand Messages Targeting the Wrong People?
Are Sustainable Brand Messages Targeting the Wrong People?
Published on April 7, 2022
About a 5 minute read

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 ... View More

Article
Consumer Behavior ChangeMarketing & Communications
Effective Storytelling Can Inspire Positive Action for People and Planet
Effective Storytelling Can Inspire Positive Action for People and Planet
Published on March 16, 2022
About a 4 minute read

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. ... View More

Article
Marketing & CommunicationsOrganizational Governance
Sustainability or Spin? Why Straight Facts Matter Most
Sustainability or Spin? Why Straight Facts Matter Most
Published on March 14, 2022
About a 4 minute read

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 summ... View More

Article
Marketing & CommunicationsCircular Economy
Advertising: A Missing Link in Successful Corporate Climate Action Plans
Advertising: A Missing Link in Successful Corporate Climate Action Plans
Published on March 8, 2022
About a 5 minute read

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 larges... View More

Article
Marketing & CommunicationsOrganizational Governance
‘Greenwashing Is Dangerous’: Lessons for Purpose-Driven Brands from Innocent’s Recent Lashing
‘Greenwashing Is Dangerous’: Lessons for Purpose-Driven Brands from Innocent’s Recent Lashing
Published on March 7, 2022
About a 4 minute read

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 nev... View More

Article
Marketing & Communications
Super Bowl 2022: Glimmers of Purpose Messaging Brighten Push for Consumption as Usual
Super Bowl 2022: Glimmers of Purpose Messaging Brighten Push for Consumption as Usual
Published on February 15, 2022
About a 9 minute read

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. ... View More

Article
Marketing & CommunicationsOrganizational Governance
Super Bowl Ads Cost $6.5M This Year – What If Brands Used That Money for Good?
Super Bowl Ads Cost $6.5M This Year – What If Brands Used That Money for Good?
Published on February 9, 2022
About a 4 minute read

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... View More

Article
Consumer Behavior ChangeCircular EconomyMarketing & Communications
Mayo x Mayo: Hellmann’s, Jerod Mayo Team Up During the Big Game to Tackle Food Waste
Mayo x Mayo: Hellmann’s, Jerod Mayo Team Up During the Big Game to Tackle Food Waste
Published on February 7, 2022
About a 4 minute read

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.’ ... View More

Article
Innovation & Technology
Thinking About the Box: The Role of Digital Printing in Packaging Sustainability, Consumer Experience
Thinking About the Box: The Role of Digital Printing in Packaging Sustainability, Consumer Experience
Published on November 12, 2021
About a 6 minute read

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. ... View More

Video
Day 4-B2: Giving Sustainability the Storytelling it Deserves
Day 4-B2: Giving Sustainability the Storytelling it Deserves
Published on October 29, 2021
Runtime: 30:01

View Video

Video
Day 2-B2: Regenerating Our Planet Through the Power of Co-Creation
Day 2-B2: Regenerating Our Planet Through the Power of Co-Creation
Published on October 28, 2021
Runtime: 26:22

View Video

Upcoming Events

June 8-10, 2026
SB'26 San Diego
US Event
February 18-19, 2026
SB'26 Tokyo
US Event
See All Events >