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.
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