brand purpose
Interest in brand purpose heightened during pandemic and social unrest
SPIKES ASIA X CAMPAIGN: As consumers seek stability in their lives, they are gravitating toward brands and companies that can provide not just instant gratification with their products and services, but also longer-term value in their lives.
'The next wave of transformation is going to be creative'
SPIKES ASIA X CAMPAIGN: As more and more brands finish up their digital transformations, tech capabilities will be less of a differentiating factor. In turn, according to Wunderman Thompson's Justin Peyton, the game will be about commercial creativity.
Please, let’s end wokevertising
Turning generational social movements into marketing trends isn’t just callous and at times offensive. It could have truly dangerous implications.
Lead with purpose from within, say brand leaders
Businesses need to double down on purposeful leadership to meet stakeholder expectations and drive employee engagement. Brand marketing and communications leaders came together to discuss how their organisations are prioritising purpose.
Actions and impact: Why brands can no longer just pay lip service to purpose
Marketing and communications leaders came together to discuss why demonstrating brand purpose and its impact is more important than ever
Has marketing lost its heart and soul?
Even as procurement teams are emphasising sustainability and philanthropy, marketers appear uninterested—or in some cases hostile toward—pro bono work their agencies may be doing for charities. That's a mistake, according to the founder and CEO of TrinityP3.
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