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.
Catch up on all the marketing news this week including dating app Hinge’s first international marketing campaign, Nationwide’s use of comedy to get Britain saving and the first rulings on the ad regulator’s gender stereotyping rules.
Direct-to-consumer brand Beauty Pie layers data with psychology and qualitative research to gain the rich user insights that power its subscription model.
After its £2.6bn acquistion by Pepsi, SodaStream is planning rapid growth through a focus on marketing and innovation but claims it is holding onto its startup mentality.
The summer is often quieter for many marketers, so it’s the ideal time to catch up on essential reading. Marketers from Direct Line Group, Zoopla and Nationwide give their recommendations.
