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Heinz recently pulled an ad after backlash over racial insensitivity, spotlighting a crucial lesson for all brands: the importance of doing thorough "cultural homework" before launching marketing campaigns. 🧐📚 This incident underscores how deep understanding and respect for diverse cultures are ethical imperatives and business necessities. In an era where global audiences are interconnected and vocal, cultural missteps can lead to significant reputational damage and financial loss. What steps should be taken to enhance cultural competence within marketing teams?  https://lnkd.in/g9aT_Rwv #BrandSafety #CulturalSensitivity #MarketingEthics #FMCG #FoodTrends

𝐖𝐡𝐲 𝐁𝐫𝐚𝐧𝐝𝐬 𝐍𝐞𝐞𝐝 𝐭𝐨 𝐂𝐨𝐧𝐧𝐞𝐜𝐭 𝐨𝐧 𝐚 𝐃𝐞𝐞𝐩𝐞𝐫 𝐋𝐞𝐯𝐞𝐥 In today's world, consumers are looking for more than just functional products. They want to connect with brands that share their 𝘷𝘢𝘭𝘶𝘦𝘴 and make a 𝘱𝘰𝘴𝘪𝘵𝘪𝘷𝘦 𝘪𝘮𝘱𝘢𝘤𝘵 𝘰𝘯 𝘵𝘩𝘦 𝘸𝘰𝘳𝘭𝘥. This is where purpose-driven advertising comes in. Ursula Mejía Melgar, Marketing Director Southern Europe for Diageo, joined us on the MCA Prodcast to share her insights on how Diageo’s brands create deep and meaningful connections with their consumers. 𝐊𝐞𝐲 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬: ➤ 𝑩𝒓𝒂𝒏𝒅𝒔 𝒉𝒂𝒗𝒆 𝒂 𝒓𝒆𝒔𝒑𝒐𝒏𝒔𝒊𝒃𝒊𝒍𝒊𝒕𝒚 𝒕𝒐 𝒄𝒉𝒂𝒏𝒈𝒆 𝒕𝒉𝒆 𝒘𝒐𝒓𝒍𝒅 Ursula argued that brands have a responsibility to go beyond selling products and contribute to a better world. This is not just about philanthropy, but about embedding purpose into the core of the brand identity. Statistics show that the advertising industry spends twice as much money as the film industry. This enormous reach gives brands the power to shape and reflect society. With such influence comes the responsibility to use it for good. ➤ 𝑨𝒖𝒕𝒉𝒆𝒏𝒕𝒊𝒄𝒊𝒕𝒚 𝒊𝒔 𝒆𝒔𝒔𝒆𝒏𝒕𝒊𝒂𝒍 𝒊𝒏 𝒂𝒍𝒍 𝒃𝒓𝒂𝒏𝒅 𝒎𝒆𝒔𝒔𝒂𝒈𝒊𝒏𝒈 One of the biggest challenges for brands is authenticity. Consumers can easily see through greenwashing and superficial attempts at purpose. True purpose needs to be embedded in the company's core values and reflected in all aspects of its operations, from production to advertising. ➤ 𝑻𝒉𝒆 𝒗𝒂𝒍𝒖𝒆𝒔 𝒐𝒇 𝒂 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒔𝒉𝒐𝒖𝒍𝒅 𝒃𝒆 𝒊𝒏𝒕𝒓𝒊𝒏𝒔𝒊𝒄 𝒕𝒐 𝒕𝒉𝒆 𝒄𝒐𝒓𝒆 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒔𝒕𝒓𝒂𝒕𝒆𝒈𝒚 Diageo is a prime example of a brand integrating sustainability and inclusion into every element of its business strategy. Dove is another example, showcasing the success of purpose-led advertising with its "Real Beauty" campaign. This campaign challenged societal norms and empowered women, demonstrating the positive impact brands can have. ➤ 𝑩𝒓𝒂𝒏𝒅𝒔 𝒏𝒆𝒆𝒅 𝒕𝒐 𝒂𝒔𝒌 𝒕𝒉𝒆𝒎𝒔𝒆𝒍𝒗𝒆𝒔 𝒅𝒊𝒇𝒇𝒊𝒄𝒖𝒍𝒕 𝒒𝒖𝒆𝒔𝒕𝒊𝒐𝒏s The conversation needs to shift. Instead of focusing solely on product benefits, brands and agencies need to ask themselves deeper questions about their impact throughout the entire value chain. This includes considering the environmental footprint of production, the diversity and inclusion of their workforce and partners, and the overall message they are communicating. By taking the time to ask the right questions, brands can act with 𝒑𝒖𝒓𝒑𝒐𝒔𝒆 and create 𝒎𝒆𝒂𝒏𝒊𝒏𝒈𝒇𝒖𝒍 𝒄𝒐𝒏𝒏𝒆𝒄𝒕𝒊𝒐𝒏𝒔 𝒘𝒊𝒕𝒉 𝒄𝒐𝒏𝒔𝒖𝒎𝒆𝒓𝒔. This ultimately leads to a more sustainable and equitable future for both brands and society as a whole. Such great insight from Ursula. For more, listen to the full episode for free:  https://lnkd.in/edQigpTc #brands #values #purpose #connections #change

Is it time for an alternative take on brand identity? “An increasing number of brands and businesses feel pressure to present a positive public image and fear backlash and scrutiny. Almost two thirds (62%) of PR and marketing professionals questioned said they felt brands are expected to be perfect and never make mistakes. And yet, some brands do it anyway and embrace the backlash” Leila Nithila-George, Creative at Amplify, and Gen-Z ad expert, tells Creative Review why some brands, like Oatly, are flipping the switch and being authentic, showing the good, the bad and the ugly. It's a refreshingly unorthodox strategy in harnessing brand authenticity during an era marked by heightened scrutiny and cancel culture. Read the full article in Creative Review here: https://lnkd.in/eXTrssYX #opinion | #culture | #genz | #creativereview

In 2022, a major Unilever investor and founder of Fundsmith Equity, Terry Smith, launched an attack on the company’s focus on purpose across all its brands, “A company which feels it has to define the purpose of Hellmann’s mayonnaise has in our view clearly lost the plot,” he said. The new Unilever CEO has moved in this direction. And thankfully, while Unilever, in Dove, has one of the best examples of purpose-led work, at Cannes this year I noted less of the facile purpose work that has polluted the award shows in the last 3 years. I do believe that in today's world, where trust in governments and NGOs is dwindling, brands have a unique opportunity to step up and make a difference. This HBR article published today is a good read. It's not as simple as slapping a mission statement on your website. Here are some key things to keep in mind to ensure your brand's purpose is both authentic and impactful: First, align your purpose with your core values. Your brand's purpose should be a natural extension of what you already stand for. If it feels forced or disconnected, your audience will notice. Second, be transparent and genuine. Authenticity is crucial. People can see through insincerity, and a hollow purpose can do more harm than good. Share your journey, including the challenges and setbacks, to build trust. Next, engage your employees. Your team should be your biggest advocates. When your employees believe in your purpose, it resonates more deeply with your audience. Foster a culture where everyone feels connected to the brand's mission. Also, measure your impact. It's not enough to say you have a purpose; you need to show it. Use metrics to track your progress and share these results with your audience. This not only holds you accountable but also demonstrates your commitment. Remember, purpose-driven brands are in it for the long haul. This isn't a one-time campaign but a continuous journey. Stay committed, adapt when necessary, and keep pushing forward. Lastly, listen to your audience. Their feedback is invaluable. Engage in conversations, ask questions, and be open to evolving your purpose based on what you learn. In a world where people are losing faith in traditional problem-solvers, brands have a golden opportunity to fill the gap. But it requires careful thought and genuine effort. #BrandPurpose #MarketingStrategy #Authenticity

Title: Building Trust and Setting Boundaries: Marketing Sustainability Beyond Product Jos Harrison from Reckitt highlights a pivotal shift in how brands engage trustworthily through sustainable practices. 🌱 Transparency isn't just a buzzword but a foundational pillar for meaningful connections. In a world where authenticity wins, Reckitt's approach goes beyond mere claims of eco-friendliness—implementing transparent and boundary-setting initiatives that ensure long-term viability and trust. For instance, aligning with insights from Forbes and the Edelman Trust Barometer, Reckitt has continuously demonstrated open communication and ethical practices that resonate deeply with their stakeholders. This approach not only nurtures trust but cements Reckitt's commitment to genuine sustainability. Moreover, Harvard Business Review sheds light on the importance of creating shared value—a strategy well-employed by Reckitt to align their sustainability goals with broader community and environmental benefits. This strategic boundary-setting redefines success, integrating consumer well-being with corporate growth. In this era of accountability, where "de-influencers" on platforms like TikTok challenge brands, it's clear: the path to consumer trust is paved with integrity and impactful actions. 👍 #Sustainability #BrandTrust #MarketingStrategy #Reckitt #CorporateResponsibility

March Wrap Up: Key Takeaways for the Ad World ✨ This month brought a wave of interesting developments in the marketing and advertising space! Here are some key takeaways: 👉 Starbucks Shakes Up Marketing Structure: The coffee giant is streamlining its marketing leadership, focusing on regional growth and brand experience. This shift towards geo-targeted marketing with a strong brand voice is something to keep an eye on, especially for agencies with international clients. 👉 Bubly Gets a Burst of Flavor: PepsiCo's bubbly beverage is aiming to recapture consumer excitement with a new product line – Bubly Burst. This launch caters to those who want a balance between sparkling water and soda, and is backed by a strong marketing push. It's a reminder that innovation and understanding consumer preferences are crucial for sustained success. 👉 Standing Up Against Street Harassment: A powerful study by Ipsos highlights the alarming prevalence of street harassment and the need for intervention training. Social responsibility initiatives like L'Oréal Stand Up Against Street Harassment program demonstrate the positive impact brands can have in tackling real-world issues. 👉 Reels Up the Length: Both Instagram and TikTok are testing longer video formats. This trend towards extended content creation reflects the evolving entertainment preferences of users. As social media platforms compete for attention, adapting content strategies to these changes will be vital. These are just a few of the stories that caught our eye this month. What marketing trends are you most interested in? Let's chat in the comments! #marketing #advertising #agencylife #socialmedia #LeagueofAgencies

THE MEDIA ONLINE NEWSLETTER l 23.08.2024 Delta Victor Bravo's Nomonde Keswe on breaking free of 'can't because' thinking. While frustrating in everyday life, for organisational culture, this mindset can be dire. Mondelēz International's Masego Letsebe on how can to connect with Gen Z consumers on their terms, while preserving the hard-won integrity of our brands. Rogerwilco, Digital Marketing Agency's Alexander Brand tackles the topic of synthetic data. And yes, it's a thing. Our Media Moves delivers news of moves in the media business. The Media. Got to love it. #media #advertising #mediabusiness #strategy #medianews https://lnkd.in/dBBPfQ9R

Our case study 'Tradition to Finish' made for Finish / Reckitt Benckiser, has become the Campaign of the Week on the Contagious. Good job for Finish! Anastasiia Bykova 🚀 Editor's Contagious Insight:  Finish shows that it understands local culture by tackling a long-standing tradition in a way that feels respectful and relatable. Instead of coming off as pushy or preachy, the brand used a real wedding to connect with people on an emotional level. A clean break / Instead of focusing solely on practical product benefits, Finish addresses traditional relationships that, according to the case study, brands have previously avoided discussing due to their controversial nature. By tackling this topic, Finish differentiates itself from competitors and commits to making a change around an issue that hasn't been openly addressed by any brand before. By standing out from other brands, Finish makes a memorable, positive statement that resonates with consumers. Moreover, by encouraging mothers-in-law to support their daughters-in-law in using dishwashers, Finish opens the door to selling its product to an audience that may not have considered it before. https://lnkd.in/ew9DmnjT

AIMM Member Spotlight: Havas' Meaningful Brands Study, PepsiCo's "Talking Sabor", and BODEN Agency's "The Power of the Mamiverse". In its 15th year, Havas' Meaningful Brands Study stands out for its dedication to understanding consumer sentiment and impact, offering insights that go beyond traditional metrics and emphasizes that prioritizing inclusivity is not merely a checkbox but a winning strategy for the future. PepsiCo's 'Talking Sabor', hosted by Aarón Sánchez, elevates cultural conversations around forging deeper connections with Hispanic people and traditions through food. By focusing on how taste represents a fusion of flavor and identity, we are able to learn how food serves as a bridge between the past and the present, connecting individuals to their cultural roots and traditions. Boden's exploration of the Power of the Mamiverse recognizes the influential role that mothers play in shaping culture, community, and consumer behavior. In many cultures, mothers are the primary caregivers and decision-makers within households; by wielding significant influence over family dynamics, purchasing choices, and societal norms, their unique perspectives are able to drive meaningful change. To these AIMM members, keep up the good work!

How can we double our business and, at the same time, halve our environmental impact? This was the question that Unilever, asked us to help them with in 2012. We realized then that it was time for a revolutionary change in how we approached marketing. This pivotal moment led us to reinvent marketing by deeply integrating purpose into every facet of brand strategy. Over the course of two intense and fulfilling years, we spearheaded a cultural revolution within Unilever, involving 7,000 marketers. The new human-centric approach went beyond theory; it became the bedrock of how brands were conceived and crafted. Today, our Brand Purpose Dive is a global methodology that instills purpose in brands and companies. To make this transformative process even more accessible, we’ve developed the Brand Purpose Dive DIY—a guided, user-friendly, playbook that allows you and your team to independently define a purposeful positioning for your brand. So go ahead, add a comment below 👇 and I will send you the 13-page playbook. Here's a sneak peek for you... #marketing #purpose #positioning #branding Unilever, Femke van Loon, Robert Schermers, Christophe Fauconnier, Moniek Tersmette, Joyshree Reinelt, Gilda Zárate Chabluk, Arnaud Tasiaux, Priscilla Henriette, Benoit Beaufils, Muriel Soupart, Meggan Wood, Megan Pratt, Yaw Sarkodie-Mensah, Daniel Sullivan, Victor Hugo Lacerda, Ricardo Zapata, Alberto Sansiberio, Nicole Whitlow, Nikolai Ursin, Griselda Perez Ayala, Steve Larsen, Jamieson Andrew Cox, Patricia Popowich, Randee Keating, Brian Powell, Daniel Leira, Sophie Ho