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WHAT PEOPLE THINK WE DO
WHAT PEOPLE THINK WE DO HIGHLIGHT THE GOOD
ADVERTISING FOR GOOD
SINCE THE BEGINNING OF THE SYRIAN CIVIL WAR OVER 4000 SYRIAN REFUGEES HAVE DIED TRYING
TO CROSS THE MEDITERRANEAN SEA
A D V E R T I S I N G F O R G O O D
GOOD FOR THE CONSCIENCE OF THE AD MEN
ANY GOOD FOR THE BRANDS?
ANZ BANK: 4TH BANK AMONGST FEMALE CUSTOMERS
(IN NET PROMOTER SCORE)
BEFORE
“BRAND THAT UNDERSTANDS WOMEN”AFTER
50%TARGET
+ 300%RESULT
FEMALE CUSTOMERS CATEGORY GROWTH RATE
1.38% 9.83%
FEMALE CUSTOMERS ANZ GROWTH RATE
x7
PURCHASE CONSIDERATION CHANGE
9
10
15
15
19
20
21
23EQUAL FUTURE
MONDEY MINDED MONDAY
CROSS COMMERCIAL
WORLD SHAPERS
AO16
NETBALL
SPRING HOMELOANS
WINTER HOMELOANS
ANZ ANNUAL MEDIA SPEND
1.5%
EQUAL FUTURE
PROFITCSR vs.
There is one and only social responsibility of business - to use its resources and engage in activities designed to increase its profits.
Milton Friedman, New York Times, 1970
MARKETING COMMUNICATIONS
CORPORATE COMMUNICATIONS
vs.
MARKETING COMMUNICATIONS
CORPORATE COMMUNICATIONS
SOCIAL CAMPAIGNS
vs.
MARKETING COMMUNICATIONS
CORPORATE COMMUNICATIONS
SOCIAL CAMPAIGNS
TODAY
DON’T ADVERTISE
YOUR PRODUCT
ADVERTISE
THE SOCIAL CAUSE YOU SUPPORT
A D V E R T I S I N G F O R G O O D
GOOD FOR BRANDS TO STAY RELEVANT
ANY CONTRIBUTION TO THE SOCIAL CAUSE?
TURKEY NUMBER #1 COUNTRY
ON TRANSEXUAL MURDERS
FIGHT FOR ATTENTIONTHE CONTENDERS
FIGHT FOR ATTENTION
THE MEDIA
In today’s information-flooded world, the scarcest resource is not ideas or even talent.
It’s attention.
Thomas H.Davenport, Attention Economy, 2000
The mass media was forced to make room for the media of the masses
in the attention market. Faris Yakob, Paid Attention, 2015
FIGHT FOR ATTENTION
THE AUDIENCE
MULTITASKING TASK-SWITCHING
A D V E R T I S I N G F O R G O O D
GOOD FOR GETTING ATTENTION TO THE CAUSE
CANNES LIONS 2015 / 2016 what won and why
WHAT WON AND WHY
INNOVATION BRAND PURPOSE
HIGHER PURPOSE
HIGHER PURPOSE THEMES
Health
Sport England “This Girl Can” - Health Grand Prix
Burger King - The proud whopper
Female Empowerment Anti-discrimination
SamsungThe Backup Memory(Alzheimer)
Project Learning CurveDOMTAR
Volvo “LifePaint”
Education
Personal safety
WHAT WON AND WHY
INNOVATION
BRAND PURPOSE
HIGHER PURPOSE
SWEET SPOT 65% of Golds & GPs featured these 3 elements
A D V E R T I S I N G F O R G O O D
GOOD FOR AGENCIES TO BUILD A REPUTATION
A D V E R T I S I N G F O R G O O D
GOOD FORTHE CONSCIENCE OF THE AD MEN
BRANDS TO STAY RELEVANT
GETTING ATTENTION TO THE CAUSE
AGENCIES TO BUILD A REPUTATION
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