Kuschel, kuschel, kuschel – about the role of brands in a ‘philanthropic’ world order

Marketing has taken on increasingly philanthropic element, in line with the 'train of philanthropication' that has become increasingly important in a number of societies around the world.

Kuschel, kuschel, kuschel – about the role of brands in a 'philanthropic' world order

Hans-Bert Matoul, Stefan Hagl and Michael WittenbergH,T,P, Concept, Germany

SOMETHING TO HOLD ON TO – A NEW UTOPIA FOR THE 'COMMUNITY OF DESTINY'

Whether Live Aid, Live Earth, 'a new Gandhi' called Bill Gates, a French table water brand supporting Unicef – there is no denying it: Society is changing fundamentally – and an increasing number of brands are caught up in the whirlpool of what we call 'philanthropication'.Issues such as sustainability, social responsibility, ethical and ecological correctness dominate...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands