Channel 4’s research claiming consumers want purpose-driven ads is the latest flimsy attempt to bolster a morally bankrupt concept that simply covers over corporate indiscretions.
By Mark Ritson
The FMCG giant’s Q2 results are down year on year but Polman says innovation, investing in premium business and direct to consumer are all factors in why the company is “on track”.
If this year’s Cannes Lions festival is anything to go by then brand purpose is still high on the agenda. Marketers, however, would be better off focusing on something less utopian – differentiation.
Lush has only alienated consumers with its poorly judged #Spycops campaign, which has nothing to do with the brand as well as being of no benefit to society.
The car brand is investing hundreds of millions annually over the next five years as it looks to create a seamless digital experience for customers.
Consumer insights fueled a nudge campaign that helped drive sales of Irish haddock, hake and whiting.
Rather than slashing R&D budgets in response to the pandemic, the vice-president of L’Oréal’s tech incubator believes there is still “so much room” for innovation.
CEO Ken Murphy explains why the supermarket is in “good shape” as it prepares for the challenges of the year ahead.