Is it marketing departments or executives working in corporate social responsibility that should control purposeful messaging?
As the pandemic continues to impact marketing plans, a panel of CMOs advise that marketers should focus on story doing over storytelling and empower local markets to devise their own impactful campaigns.
A recent study by Vrity shows taking stances on social issues does increase purchase propensity.
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.
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.
Turning generational social movements into marketing trends isn’t just callous and at times offensive. It could have truly dangerous implications.
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