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Cause-related marketing

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Article

This event report identifies key learnings from Ariel, the P&G-owned detergent, Share the Load campaign, with the creative and strategic team that put the work together.

Opinion

As the WARC Awards shortlist for the Best Use of Brand Purpose is announced, Lucy Aitken reveals some of the feedback from judges about what qualifies as purpose.

Article

This article looks at how brands have used people to both encourage social change and improve advertising effectiveness through seven key "ingredients".

News

NEW YORK: Brands may not derive benefit from aligning with social or political causes, findings from two studies conducted in the US suggest.

Opinion

Rajat Mendhi, Executive Vice President, Planning, BBDO Mumbai, was responsible for the widely lauded Share The Load campaign for P&G detergent brand Ariel.

Article

This article looks at how guilt-eliciting communications, so extensively used by charities asking for donations and governments attempting to demarket certain harmful behaviours, can be used by more conventional marketers and offers a number of guidelines.

News

DANA POINT, CA: Achieving excellence in modern marketing requires looking beyond "shiny objects" and tapping best practices in areas like content creation and customer-centricity, according to Bob Liodice, President/CEO of the Association of ...

Article

This article explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

Article

This article analyses a campaign by SK-II, a premium Procter & Gamble-owned Japanese skincare brand, that aimed to destigmatise young unmarried Chinese women and inspire them to shape their destiny.

Article

This event report outlines how various brands owned Procter & Gamble, the FMCG giant, have begun to explore the area of social activism.

Article

This article explores the opportunities for purpose-driven brands in Asia's developing markets, where environmental concerns and social progress are shaping consumer preferences more than ever before.

Article

This article provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

Article

This article examines the case of Pimp My Cause and makes the argument that marketing teams can use working for social causes as mutually beneficial training schemes.

Research Paper

This paper looks at the power of social marketing campaigns in the light of World Bank data that places 43% of the Indonesian population under the poverty line.

Article

This event report considers areas of marketing in which psychology has an important role to play in understanding consumer behaviour.

Article

This event report addresses how Dick's Sporting Goods, the retail chain, tied philanthropy to its brand purpose to simultaneously develop high-schools sports and boost its business.

Research Paper

The purpose of this paper is to expand the domain of brand positioning measurement by demonstrating how network analysis techniques are used in brand positioning research.

Research Paper

How does the consumer emotionally process and react to messaging intended to prompt responsible behavior toward the environment? This study provided a psychophysiological method to analyze how certain combinations of elements in an advertisement generate different types of response.

Article

This event report outlines Patagonia's approach to driving "good growth", a model which aims to consider employees, communities and the state of the planet as well as driving the bottom line.

Research Paper

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

Article

This article provides an overview of the issues currently attracting the attention of major brand owners like Heineken, IBM and Coca-Cola.

Article

Companies are undertaking an increasingly ambitious range of initiatives under the banner of corporate social responsibility.

Article

This paper argues there is a systematic way for brands to maximise profits while doing good and believes planners are well positioned to make this happen.

Article

This paper asks what companies can do to regain consumer trust following the 'Great Recession' of 2008.

Article

This paper argues that the advertising industry must do more than pay lip-service to the mounting evidence that sustainable brands have stronger brand equity, achieve better business results and are preferred places to work.