Responsible Marketing Agency

We hope you’re all looking forward to a break over the holiday season. This is however not to be taken for granted, as O2 (Telefónica UK)’s Snowing SIMs campaign reminds us. O2’s campaign highlights those struggling at this time of year in staying connected and accessing mobile data. Their warming campaign informs anyone in need to ask for the National Databank in an O2 store, which will support the 2 million people in the UK living in data poverty. You can read the other campaigns that RMA felt captured the real essence of Christmas and looking out for each other, in our Responsible Holiday Edit (linked below). #ResponsibleMarketing #DataPoverty

As we wind down for the holidays, there's just about time for one more Responsible Roundup! Check out what we've been up to this month, including a packed 2 days at the Responsible Advertising Summit, and our essential reading including our Responsible Holidays Edit. #ResponsibleMarketing #AccessibleAdvertising

📰 Latest RMA case study: Creating a roadmap for the Global Accessibility Alliance for ISBA 📰 Faced with the challenge of driving and scaling accessible advertising across markets, RMA worked with ISBA to guide the programme and prioritise industry tools to roll out. The outcomes: a comprehensive website of guidance across broadcast and digital media, key messaging for industry events, and blueprints for wider media and markets. Check out the full case study at the link in the comments to see how we did it. #AccessibleAdvertising #AccessibilityAlliance #InclusiveAdvertising

The Holiday Season offers a wonderful opportunity for brands to uplift and inspire. At RMA we were curious to see how brands would use this time to highlight their dedication to responsible business and marketing practices. In our Responsible Holiday Edit 2024 we look at the brands pioneering sustainability, inclusivity and accessibility in their holiday adverts. We feature work from Cadbury UK, the LEGO Group, Baileys Diageo, Barbour (with Aardman and Oxfam), eBay, O2 (Telefónica UK), Boots UK, Lidl GB, JD Sports Fashion, Tesco, Big Issue, Waitrose & Partners, and Apple. Check out the link in the comments to see how a successful ad campaign can be responsible too. #ResponsibleMarketing #SustainableMedia #AccessibleAdvertising

Just like that, the IQPC Responsible Advertising Summit has come to a close! What were our key learnings from Day 2? 🙋 Purpose – needs to be intrinsic to the brand, and not added-on - Tony's Chocolonely kicked off the day discussing how their purpose of improving workers’ experience in supply chains shapes their product and marketing. 🌿 Sustainability – for consumers to make sustainable choices, this requires careful positioning to make sustainable choices the new normal – as discussed by ITV and Susan Hooper representing Tangle Teezer Ltd, Uber and Moonpig. Deb Caldow (Ralls) also talked us through Diageo’s sustainable marketing innovations. 📱 The Role of Influencers – Influencer marketing will continue to accelerate, so it’s important brands get clued up now to best utilise them, but also follow the rules. RMA’s Stephanie Bennett led a panel with Searcys, Oatly, Advertising Standards Authority and No7 Beauty Company acknowledging some of these challenges and calling out brands successfully using influencers. 🤳 Teen safety on social media – we can learn from Meta and Instagram who are working to protect teen Instagram users and sharing learnings with other social platforms to improve safety. #ResponsibleAdvertising #SustainableAdvertising #InfluencerMarketing #RADSummit

What a first day at the IQPC Responsible Advertising Summit! TLDR: Brands need to own bravery, authenticity, and accountability if the industry is to progress its commitment to responsible advertising practices. Here are our key takeaways on what advertisers should be demonstrating to be responsible: 🛍️ Consumer centricity – Boots UK CMO Pete Markey stressed how embedding Boots’ purpose “With you for life” in their marketing allows them to build consumer loyalty.   💪 Bravery – The Guardian and Revolt discussed “woke brands” and how brands should not shy away from DEI but listen to their consumers.  🔑 Authenticity – Reckitt and Creative Equals talked us through the representation of society in creative production, and how combining positive portrayal with diverse representation is key to improve short term sales.  🎯 Accountability - Sanofi, Reckitt, and XR Extreme Reach led the conversation on defining a responsible marketing framework and how to assess your advertising’s performance.   ✅ Intentionality – Haleon shared strategies and tools to plan the money you invest and the partners you work with – considering how to influence audiences. 📈 Progress over perfection – a theme we saw repeated throughout the day and summed up by Procter & Gamble and ISBA: responsible advertising is a journey and all brands should be getting started rather than fearing making mistakes. Big thanks to our fab host of the day Hannah Mirza. Day 2 is just about to start, so much more to come! #RADSUMMIT #ResponsibleMarketing #ResponsibleAdvertising 

Today is International Day of Persons with Disabilities. With 1 in 4 people worldwide living with a disability, it is vital that your advertising is inclusive of all. If you’re not sure how to make your advertising accessible, we can help at RMA. Check out what we’ve been working on in this space recently: 💡 Our Responsible Marketer’s Guide to Accessible Advertising. This quick guide contains our top 10 tips to create accessible advertising campaigns. This includes: how to upskill your teams and agencies; working with your media partners to progress on their own accessibility journeys; and why accessibility should be viewed as a creative opportunity. 📰 Hannah Mirza’s latest The Media Leader UK column, all about how the industry needs to adapt to prioritise accessibility, including industry-wide efforts, and why commercial publishers can make a compelling case for brands to build accessibility into their media budgets. Links in the comments. #AccessibleAdvertising #ResponsibleMarketing #InternationalDayofPersonswithDisabilities.

🌟 Next week will see Europe’s first Responsible Advertising Summit, and it’s not too late to use our ‘RMA15’ discount on your tickets to hear from some of the most inspirational leaders in the industry!   🗓️ 3rd - 4th December 📍 Marriott Hotel Regents Park, London   💭 Our CEO Hannah Mirza will be your host for the Summit, and she’ll be leading a panel on embedding a Responsible Marketing Framework alongside Prasad Ghag from Sanofi, Craig Fryer from Reckitt, and James Levy from XR Extreme Reach. Hannah will also be chatting with Pete Markey from Boots UK for an insightful discussion about defining Responsible Advertising for your business.   🗣️ You can see other RMA faces on Day 2, with Stephanie Bennett chairing an Influencer Marketing panel. We can't wait to find out what Oatly's Sarah Sutton, Searcys' Anna Fenten, No7 Beauty Company's Atilla Cansun & Rebecca Southern, and Emma Humber-Smith from Advertising Standards Authority have to say!   👀 Even more, our own Victoria Brooks will be hosting the Consumer Wellbeing & Safety stream on Day 2, which features a session with Meta's Tara Hopkins which talks about their approach to Youth and Teen Accounts.    👇 Click the link in comments to see the full schedule of impressive speakers!   #SustainableMarketing #InclusiveMarketing #ResponsibleMarketing #RADSummit

🙋♀️ Last chance to apply for Campaign's Inspiring Women Awards! 🙋♀️ 🌟 The Campaign UK #InspiringWomenAwardsUK celebrates female leaders and innovators who are shaping the future of marketing, advertising, media, and technology. 🗣️ "So many more women are stepping up and taking space in the industry," says RMA’s Founder Hannah Mirza, who is delighted to be on the 2025 Judging Panel for the Awards. ❗ There are only 9 days left to enter, so please visit the website linked in the comments to explore the categories and nominate yourself or a colleague!👇   #WomenInMarketing #WomenInBusiness #FemaleFounders #Leadership #GenderEquality #Allyship

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