Authenticity and brands - Golin Harris at the Cannes Lions International Festival of Creativity

A report from a workshop given by PR firm Golin Harris at the 2011 Cannes Lions festival. The firm offers an 11-step programme for companies to make themselves seem more authentic to consumers.

Authenticity and brands - Golin Harris at the Cannes Lions International Festival of Creativity

Joseph Clift

"Authenticity is the benchmark against which all brands are now judged." - John Grant, The Green Marketing Manifesto

In a world where a brand's reputation can be trashed in a matter of hours by a swarm of angry Twitter users, it has become ever more crucial for advertisers to show transparency and authenticity in their corporate communications. Gaining favourable earned media coverage was therefore a recurring topic at seminars, workshops and masterclasses held at the 2011 Cannes Lions International Festival of Creativity.

Global PR...

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