David Droga once said that everyone hates advertising until they want to sell their house or find their missing cat.
Well, our home is on fire.
And our industry can play a role in saving it.
Doing good does well at Cannes.
But does it do well in the real world?
Since 2008, creatively awarded work is becoming less effective.
Worthy work falls into the sustainability intention-action gap, removing guilt more than adding sales.
This isn't a cynical paper to stop our intent to do good. In fact, it's the total opposite.
Sustainable brands need to make sustainable behaviours...