Cause-led marketing could backfire on brands but it’s marketers who are responsible for pushing it too far
Helen EdwardsThe political activists targeting Gail’s have taken a leaf out of modern marketing’s book.
Hinge on IRL, zines and its ‘seismic strategic shift’ towards Gen Z
Grace GollaschHinge’s CMO discusses the latest iteration of its ‘Designed to be Deleted’ brand platform and the “seismic shift” the app underwent to focus on Gen Z.
‘It’s not enough to create the best product’: One health tech company on the importance of brand
Josh StephensonParalympic partner Ottobock hopes to raise awareness of both its brand and of the challenges facing the 1 billion disabled people in the world through its new campaign.
Marketoonist on playing it safe
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Building trust and setting limitations: Marketing sustainability beyond product
Sophie TolhurstIn the latest feature in our new series exploring marketing’s role in driving sustainability, we explore the benefits of looking beyond product to the other 4Ps.
‘Not your normal sponsorship’: Who Gives A Crap on getting into sports sponsorship
Molly InnesThe purpose-led toilet roll brand is dipping into sports sponsorship with Lewes Football Club – the self-dubbed Equality FC – for a two-year sponsorship deal.
‘Ready for de-growth’: Sustainable brands on thriving in a growth obsessed world
Matthew ValentineThe latest feature in our new series exploring marketing’s role in driving sustainability, we explore the reality of life as a sustainable business and the marketing challenge of “de-growth”.
‘It’s forever work’: Patagonia on why it will never be ‘post-purpose’
Charlotte RogersDescribing the idea of a ‘post-purpose age’ as “baffling”, EMEA marketing boss Tyler LaMotte insists the company is “all in” on its mission to save the planet.
Should marketers lead the sustainability agenda in business?
Michaela JeffersonThe first piece in Marketing Week’s new series – Setting the agenda: Marketing’s role in driving sustainability – we debate whether responsibility for sustainability should be part of the marketing remit.
‘Building a racing car while driving at 100mph’: Haleon on two years of brand building
Charlotte RogersA lot has happened in the two years since GSK Consumer Healthcare rebranded as Haleon, requiring resilience and quick thinking from the marketing team.
Channel 4 challenges brands to prioritise inclusive design with £1m diversity award
Matthew ValentineThe Inclusive by Design theme is a rallying cry for businesses to build inclusive practices into their creative to ensure brands, products and communications are accessible for all.
Every brand should embrace inclusion, but there’s a business case too
Jerry DaykinWhile Mark Ritson’s call to arms for the industry to embrace inclusion is great, he might have missed an even better reason to do it.
Brand purpose doesn’t require a commercial excuse
Mark RitsonData shows ads with LGBTQ+ representation perform the same as those without, which means brands can be inclusive just because it’s the right thing to do.
Absolut’s global VP on why brands must be ‘built on values’ not just driving sales
Niamh CarrollAbsolut’s ‘Born to Mix’ values of creativity and championing difference make it more meaningful as a brand, and, therefore, drive sustainable growth in the long term, says the vodka brand’s global VP of marketing.