Notions of purpose, like so many other concepts and ideals, have evolved over the past year. Currently, we are at a significant crossroads as our research points to a more sophisticated approach to adopting purpose. According to 89% of those surveyed, the challenge of getting purpose right lies in doing it meaningfully, systematically, and authentically. The […]
Ask Amy Dunham, Habitat for Humanity International‘s Chief Communications Officer, about her latest initiative, and she’ll enthusiastically discuss encouraging people to take a fresh look at a much-loved brand. Whether reacting to changing market conditions, new leaders, or an organizational strategy update (or all of the above), she believes marketers must continue to plan and execute […]
David Aaker is prolific. He has published over 120 articles and 18 books that have sold more than 1 million copies and have been translated into 18 languages. Among them are Managing Brand Equity, Building Strong Brands, Aaker on Branding, Creating Signature Stories, and The Future of Purpose-Driven Branding. Marketing expert Philip Kotler called him […]
The Good, the Bad, and the Ugly of CLIENT-AGENCY-MARKETING PROCUREMENT Relationships Without question, the relationships among marketers, marketing procurement, and advertising agencies are crucial to the effectiveness of contemporary marketing initiatives. Each entity plays a distinct yet complementary role in achieving strategic business success. Simply said, marketers drive strategy, procurement ensures efficiency, and agencies deliver […]
Not all visionaries are people of action. Amy Williams is both. She recognized the need to redesign online advertising, making annoying internet ads a force for good. In 2016, she co-founded Good-Loop as a simple and profitable way for brands to do good through advertising. So far, her Good Formats have raised over $10 million for good causes globally. In doing so, […]
The 17th Annual Internationalist Awards for INNOVATION IN MEDIA The most effective campaigns solve real problems, maintain authentic connections with their audiences, and deliver tangible results. Not only did this year represent a record number of entries in The Internationalist Awards for Innovation in Media, but we are also recognizing more high-quality work than ever before […]
Many associate marketing with innovation, but it’s also about anticipating what’s next. If anyone can look around corners as a strategic and transformational leader focused on driving growth, it’s Charlie Chappell of The Hershey Company. Few people have held such a diverse range of marketing roles—from product development at Kimberly-Clark to brand management and marketing at […]
The corporate website has been the focal point of the modern company as a prominent communications tool to engage all stakeholders at every step of their information journey. It is a centralized hub for brand identity, corporate messaging, and customer engagement. However, that’s changing in the Age of Gen AI. The rise of Local Language […]
Stephan Loerke, CEO of the World Federation of Advertisers (WFA) recognizes that marketing’s rapid transformation shows no sign of waning. Despite the influx of technological innovations, changing consumer expectations, and novel brand-building strategies, he acknowledges that marketers must consistently address one enduring requirement: the imperative for marketing to deliver measurable business value. The Marketer of […]
The Smokey Bear Wildfire Prevention campaign is the longest-running PSA campaign in U.S. history, a partnership of the USDA Forest Service, the National Association of State Foresters, and the Ad Council. Smokey’s first ad appeared in 1944, with the character pouring a bucket of water onto a fire, accompanied by the slogan “Smokey Says — Care […]
