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 […]
As “greenshoots” of economic recovery appear, marketers are shifting focus to promotions, events and direct marketing, according to the latest IPA Bellwether report.
Saga cut marketing spend by £4.2m in 2024, pausing investment in some areas of its insurance business in a challenged market.
Despite revenues falling 18% year-over-year in the six months to March, Asos’s CEO insists the retailer is “delivering” against its turnaround plan.
Puma’s leadership team has been waiting for the moment the brand would “invest differently” in marketing, something top marketer Richard Teyssier is confident it is doing with new teams, fewer activations and bigger brand investment.