TOMS marries brand activism with media effectiveness

TOMS, the ethical shoe and coffee brand based in the US famous for donating a pair of shoes to those in need whenever a customer makes a shoe purchase, is moving to activate its media budget with its ethical purpose.

After adtech, martech and fintech could ‘philtech’ be a thing? Philanthropic technology forms part of the latest marketing efforts from TOMS, the shoe brand born back in 2006 with the purpose of doing good.

Buy a pair of its shoes and it donates footwear to someone who needs it. Not many brands were operating this way back then, but the field has become significantly more crowded in the intervening years. There’s been “a massive proliferation of purpose in business”, according to Lisa Hogg, the brand’s EMEA marketing director – along with some consumer cynicism – and TOMS can no...

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