Trendsetter: ethosJWT Global Director Tony Pigott Outlines the BRANDAID Project

According to Co-Founder Tony Pigott, "The BRANDAID Project is the idea of bringing branding and marketing to micro-enterprises in poor regions of the world." And Tony does know something about branding. His day job is President & CEO of JWT Canada, and Global Director of ethosJWT, which specializes in corporate social responsibility and other global social and ethical programs. He has developed marketing strategies for the likes of HSBC, Kraft, Unilever, Shell, Wal-Mart and Nestle, while also working with UNESCO on various projects.

The BRANDAID Project founders believe that marketing can play a big role in the developing world. Micro-enterprises are extremely important to the grassroots, handmade economy in very poor countries. The BRANDAID Project essentially provides market power for handmade world. If brands are built, these artist communities can be self-sustaining micro-economies.

In fact, millions of the world's people make a significant economic impact with this kind of work. In places like Morocco and Tunisia, nearly 20% of the GDP is craft-related. Master-led artisan communities can employ from tens to hundreds of people, and a well-paid artisan will be able to support as many as 20 people. Not only is this a feat of economic pride, but these individuals are also creating some of the key artifacts of a national culture—which could die without the means for broader commerce.

This is very different from humanitarian help; BRANDAID helps to create jobs.

Micro-marketing on a global level is a new and important part of the evolution that began with the Fair Trade movement, followed by the Nobel Prize-winning concept of Micro-financing.

Pigott continues, "The ad industry has not always been cast in the most favorable light. However, a project like this certainly highlights the best values of advertising. And without doubt those values include building prosperity and establishing cultural justice."

The BRANDAID Project buys the artists' work at their asking price, and then takes on the responsibility for marketing and distribution. A team creates a brand identity, a "word mark" that functions as a logo, outlines the commercial assets, and photographs and presents the products appropriately via a website and e-commerce portal.

The Project is also working with a number of retail outlets, but they recognize that they must build the brands before they can secure wider distribution. They do not have an exclusive arrangement with these artisan communities; the commercial opportunities belong solely to the artists themselves.
Tony Pigott hopes the cause will be adopted by smart advertising agencies around the world interested in doing pro bono work. BRANDAID proposes to travel to a community in need, secure raw materials for marketing, such as documentary footage, photographs and interviews, and then pass them along to agencies that would create the brand elements.
Individuals, too, can buy art online or offer a donation.

http://www.BRANDAIDproject.com/