Charity badging models ‘reek of inauthenticity’
Charity partnerships have got to be true to the brand’s core purpose, according to Getty Images CMO Susan Smith Ellis, or consumers will not believe in the cause.
Charity partnerships have got to be true to the brand’s core purpose, according to Getty Images CMO Susan Smith Ellis, or consumers will not believe in the cause.
Corporate-NGO partnerships are evolving. No longer are they simply a reputation building or fund raising exercise. It’s now about sparking innovation and spurring on societal and environmental missions through the sharing of contacts and knowledge.
This year marks the first time a non-retail tie-up has topped C&E Advisory’s most admired corporate-NGO partnerships barometer.
How does social purpose differ from CSR? Social purpose has to be relevant to the company’s core business. All companies have to think about how to engage radically with society. This means engaging with stakeholders on their agenda and adapting your business strategy accordingly. The strategy should not just think about the supply chain or sourcing; it also […]
Allwyn took over the National Lottery licence from Camelot in February and is aiming to inject some “magic” into the Lottery’s individual games to recruit new and lapsed players.
This week our marketing columnist asks and then answers the most annoying question of them all.
Since launching its global platform ‘It has to be Heinz’, the food brand has been able to move at pace to respond to local trends, allowing it to create its latest ad in record time.
Despite indications that large businesses will invest in innovation and marketing to drive growth, cost-cutting and efficiencies are still top-of-mind for many, according to a new report.