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