Influencer marketing has become a popular channel for brands in Asia during Covid, with strategy swinging from product and events to branding and cause campaigns, a new report finds.
The brainchild of Saatchi & Saatchi Melbourne and Australia's official mint, the 'Donation dollar' is a very real coin that's 'made to make a difference'.
And its residents want to make change in the real world.
The Korean conglomerate is driving impact in the countries it is present in.
‘Purpose’ is a wonderful starting point, but a dangerous means to an end, and a poor substitute for self-awareness. Its moment is passing, argues a semiotician and cultural strategy consultant.
A lesson in how poor semantics can lead to an erosion of brand purpose.
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