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NEW YORK: The suppliers of leading brands of canned tuna have committed to making their products fully traceable and to avoiding illegal fishing methods, a development the UN has described as "a big achievement".

Article

This paper looks at millennials in America, considering their past, present, and future, as the country's 'most promising generation,' and warns against overgeneralization.

Article

This event report looks at how some of the world's biggest FMCG brands build purpose through building on a legacy of quality, and delivering benefits beyond the individual.

Article

This report outlines eight macro-forces which are driving changes in business models around the world, and six characteristics of the businesses of the future.

Case Study

This case study describes how Animals Australia campaigned against the innate cruelty of factory-farmed animal products.

Article

This report explores changing attitudes towards the environment - and how attitudes towards 'green' issues impact on brands.

Article

This article outlines three best practice strategies for engaging with consumers on issues around sustainability and the environment, at a time when people have become sceptical of marketing claims due to exposure to 'greenwashing'.

Research Paper

The paper describes the development of a tool to measure the emotional connection consumers have with PwC's Global Top 100 Organisations, and assesses the added value of that connection.

Research Paper

The paper attempts to quantify 'newness', on the understanding that most things that are experienced as new are built on familiar things.

Case Study

This case study shows how Chipotle, the American fast food brand, told its story and displayed its purpose, earning passionate and loyal customers.

Article

This article examines what consumers in UK, USA and China think about the honesty, transparency and ethics of brands.

Article

This event report concentrates on a Cannes Lions workshop session from Y&R and BAV Consulting, focusing on sustainable branding and CSR.

Research Paper

This paper investigates the meaning of sustainable luxury among the wealthy, who are the primary target group of luxury brands.

Article

Creativity will always be more art than science, but numerous presentations at the 2013 Cannes Lions International Festival of Creativity showed that following certain procedures can foster the development of innovative ideas.

Article

This paper argues that economic development will increasingly depend on responsible strategies that account for dwindling resources, in doing so, companies and brands can learn from 'corporate social responsibility (CSR) natives'.

Article

This paper uses the example of hygiene brand Lifebuoy to argue that brands can simultaneously maximise profit and do social good.

Article

This paper argues that, while brands must both maximise profit and be a force for social good in order to to remain relevant, many fail in this aim due to their poor marketing strategy.

Article

This paper argues that it is not possible for brands to maximise profit and, at the same time, be a force for good.

Article

This report summarises presentations on general business, creative and branding from Ad Week Europe 2013, with speakers ranging from CP+B, WPP, the London Olympic Games and O2.

Opinion

Some may deride it as corporate greenwashing, but the idea of brands "doing good" as well as making a profit is becoming an increasingly hot topic.

Article

This article looks at best practice in partnering with a third-party certifier, here defined as an organisation that testifies to a brand's commitment to a good cause and ultimately aims to move the economy towards being more sustainable.

Article

To understand the current approach people have to citizenship, Havas Worldwide conducted surveys with 10,219 men and women across 31 countries.

Article

This paper discusses a transmedia project based on the thesis that we are making seven major sustainability mistakes: 1.

Article

Ecover, an eco-friendly detergent brand launched over 30 years ago, found that by 2011 the UK market had changed considerably with an increasing number of competitors, including P&G and Unilever entering the 'green' space.

Article

An report from the 2012 Marketing Society conference, featuring presentations from companies including Aviva, WPP, TalkTalk, The Times and McLaren.