Marketers want a positive, do-good brand purpose but if they do harm before doing good, all integrity will be lost and brand purpose will go straight out the window.
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.
Many retailers moved away from the big brand campaigns in favour of product-focused ads this Christmas but as retailers reveal their festive performance there are signs this may not always have been the right strategy to take.
With traditional live sporting events on hold during the coronavirus crisis, action-starved fans are turning to esports for their competitive fix. Now sponsors and broadcasters are taking note.
Consumer confidence is likely to plummet even further as Covid-19 continues to spread across the UK, but brands should see this as an opportunity to be noticed, rather than keeping quiet.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
EDF Energy boosted engagement in a commoditised sector by making meter readings, which are usually a functional interaction, more personalised and interactive.