Brands must counteract politics’s negativity
Tanya JosephWith the general election likely to throw up more division, advertising can play a role in helping unite consumers, colleagues and communities again.
Tanya Joseph
Measure as you go, not at the end
Tanya JosephMarketers need to make sure they have set aside enough money to provide the evidence and insight they need to deliver impactful campaigns confidently and consistently.
Employers have a duty to take mental health seriously
Tanya JosephAs the stigma around mental health diminishes, there is a lot more employers can do to help support and manage their staff’s mental wellbeing.
Unregulated political advertising erodes trust in all advertising
Tanya JosephJust because something is difficult, doesn’t mean we shouldn’t do it. Political advertising needs urgent regulation.
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Women’s sport has now reached the sponsorship tipping point
Tanya JosephWomen’s sport is prime territory for brands that want to be associated with top-class players who people care about and who are getting media attention.
Brands must adopt the same approach to diversity as they do marketing briefs
Tanya JosephIn order to increase the representation of people from diverse background, brands have got to create the right conditions for diversity to grow.
At Pride, brands must back up words with actions
Tanya JosephIt’s great that brands are stepping up to champion LGBTQ+ rights and support these communities with Pride-related activity, but creating a rainbow coloured product is simply not enough.
Time is running out for self-policing tech
Tanya JosephTech companies need to show consumers, government and activists they are taking their concerns seriously when it comes to data, illegal content and censorship. Failure to do so will result in them being regulated to an uncomfortable degree.
Staff should be key brand champions
Tanya JosephBrands should encourage their staff to act as ambassadors for their business – in fact, they should be considered a key communications channel.
Brands have the chance to change the mood of the nation
Tanya JosephWhether it is Nike championing Colin Kaepernick, Lacoste changing its logo or Gillette’s ‘The Best Men Can Be’, it is better to stand up and be criticised than not do anything at all.
Marketers’ impact on social inclusion starts with advertising
Tanya JosephMarketers might not be able to drive change across an entire organisation but they can make a difference on diversity and inclusion if they look at the make-up of their teams and the creative they are putting out.
In 2019, it’s brands’ job to offer hope
Tanya JosephBrands have the opportunity to win consumers hearts and their custom by taking a stand on the issues they care about.
If influencers are authentic they’ll back your brand for free
Tanya JosephInfluencers can be a fickle bunch, willing to take money and promote the goods of the highest bidder, which in time will erode consumer trust and love for your brand.
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Campaigns ignoring mature consumers are the folly of youth
Tanya JosephMarketers need to stop relying on segmenting people by their age and instead look at values and attitudes if they want to reach their target audience with relevant messages.
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The six questions young marketers are too afraid to ask
Tanya JosephJunior marketers are often too afraid to ask questions about career progression and managing workloads so their senior counterparts must create a culture where more feel confident raising their hand.