Brands need to replace the outdated concept of CSR with a social purpose that is intrinsically linked to their core objectives.
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 […]
Influencers are turning the world of content on its head, matching their authentic voice and strong social following with brand expertise to create a truly compelling message. Ahead of Marketing Week’s panel at Cannes Lions next week we look at what the future of influencer marketing holds.
Having gone independent from former parent company Huawei in November, Honor has ambitions to become a top three smartphone brand in the UK by 2024.
Once ubiquitous in UK households, Freeview has become a brand only passively engaged with. The platform hopes to change this with a new campaign, while attracting younger audiences and pushing its credentials in innovation.
At the Festival of Marketing, the audience heard how the long-form properties of podcasting drove Transport for London to make podcast sponsorship a vital part of the communications strategy for its ‘#TogetherAgainstHate’ campaign
Brand extensions and DTC goals are distractions from real innovation and meaningful growth, argues Helen Edwards.