To maximise the value of experiential activity brands are extending the life of one-off stunts by creating immersive content and encouraging further brand interactions following the event to create longer-term engagement.
Cancer Research UK has launched a new ad that it says marks the start of a new way of communicating with the public, rather than just acting as a one-off campaign. Its marketing boss Anthony Newman talks through the strategic thinking behind it and why his team wanted to take a risk with the new creative.
Cancer Research UK is making a break from the usual charity communications with a campaign that uses real footage to show the day-to-day life of people affected by cancer and how its work can help bring about a time when no one will die from the disease.
Brands can’t pay lip service to sustainability, they must back up their creative with planet-friendly behaviours, the newly launched agency Morpho believes.
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Home to league leading clubs across five continents, including the Premier League champions, the City Football Group is intent on sharpening its brand storytelling to deliver on its key metric – fan engagement.