Measuring the Movement:
Are Your Purpose-Driven Ad Campaigns Effective?

Wednesday, 31 March 2021
1:00pm EDT / 10:00am PDT / 6:00pm BST / 7:00pm CEST
Sponsored By

Brands communicating their ‘purpose’ and looking to drive consumer behavior change at scale lack a common benchmark through which they can measure, compare and improve the efficacy of their efforts.

Through a unique collaboration with Brands for Good, global consumer insights experts from some of the world’s most well-known and trusted brands have worked together to create a new tool for their own marketing leadership, capable of accelerating their brands progress, and now they are opening it up for the benefit of all.

The Ad Sustainability Awareness Platform (ASAP) is a proprietary tool that measures the power of a campaign to drive action against the nine most impactful sustainable behaviors that consumers can take.

Key Takeaways

  • How you can use new lines of inquiry in your ad testing to make consumer communications work harder to drive sustainable behaviors AND brand engagement
  • How to deftly apply qualitative and quantitative research insights to accelerate consumer behavior change
  • How to effectively measure and refine your environmentally and/or socially responsible marketing messages
  • Details on how the ASAP tool was designed and the uncommon collaboration that led to its creation
  • How you can access this proprietary, transformative tool now that it’s available to all brands

Can’t join in real time? Register anyway and we’ll send you the recording!

Speakers

Etienne White
Lead, CMO Sustainability Accelerator
Sustainable Brands

Etienne is a marketing strategist, writer and sustainability storyteller. At SB, Etienne is the Lead for the CMO Sustainability Accelerator at Sustainable Brands, a partnership with Adweek and the ANA. Prior to heading up the CMO Sustainability Accelerator, Etienne ran SB’s Brands for Good initiative, helping lead a multi-stakeholder process where global brands in conjunction with cutting-edge marketing thinkers and do-ers, co-created a suite of tools, research and workshops to accelerate their brands, and their industries, journey to becoming truly sustainable. Outside of her work with SB, Etienne runs a consulting business “Let’s Create Possible’ working at the nexus of sustainability and marketing to help make the impossible, possible, for a diverse array of B2B and B2C brands in the US and Europe. Earlier in her career, Etienne was Chief Marketing Officer at the Forest Stewardship Council, where she led the research, strategic and creative development of the global ‘Forests for all Forever’ rebranding. Before this Etienne held positions as VP Marketing for two US specialty retailers. With more than 20 years of global brand management and marketing experience, Etienne has extensive knowledge in building both mainstream consumer brands and eco labels. Etienne began her career with over a decade in advertising (at agencies such as Fallon and Leo Burnett) leading award-winning, business-building marketing for a variety of global brands including Citibank, Nintendo, and Procter & Gamble. Etienne is a native of London, England but now resides with her family in the US, working in her ‘spare’ time to restore and regenerate what was once a conventional farm, with her flock of free-range, grass fed, heritage breed sheep.

Tammy Kimbler
Sr. Planner, Brand Experience
General Mills

Tammy Kimbler is a cultivator at heart, and her passions lie with ideas, process, and partnerships. A big-picture thinker, Tammy runs her initiatives with an eye for possibility, creativity and innovation. Her extensive marketing communications, advertising, and content creation background brings detailed, knowledgeable translation between business needs and creative necessity.

Maddy Kulkarni
Global Marketing Director, Sustainability and Purpose
PepsiCo

Maddy is the Global Marketing Director of Sustainability and Purpose at PepsiCo. She is a marketing professional with a passion for purpose-driven marketing, social impact, community engagement, sustainability, and health & wellness. She has experience in product management, innovation, digital marketing and CRM across CPG companies and nonprofits.

Wendy Salomon
Managing Director, Corporate Strategy & Reputation
Harris Poll

Wendy leads The Harris Poll’s Reputation & Corporate Strategy practice. She has been measuring and thinking about reputation & disruption for more than 25 years. Her work focuses on reputation management, brand strategy and corporate purpose. Wendy has earned particular regard for her ability to consult in challenging B2B environments around the world and is a trusted c-suite advisor.

Marion Klausmann
Senior Brand Director, Global Sustainability
Procter & Gamble

Marion is a highly experienced Brand Builder and passionate organizational leader. During her 21-year tenure at P&G, she has worked across multiple businesses including Hair Care, Family Care and previously owned Food & Beverages. In Marion’s role today as P&G Senior Brand Director, Global Sustainability, she leads the re-invention of marketing with the mission to embed social and environmental sustainability into P&G’s brand innovation and growth model driving the company towards a more sustainable portfolio.

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