advertising for good, what is it good for? @sxsw2017
TRANSCRIPT
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WHAT PEOPLE THINK WE DO
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WHAT PEOPLE THINK WE DO HIGHLIGHT THE GOOD
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ADVERTISING FOR GOOD
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SINCE THE BEGINNING OF THE SYRIAN CIVIL WAR OVER 4000 SYRIAN REFUGEES HAVE DIED TRYING
TO CROSS THE MEDITERRANEAN SEA
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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
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ANY GOOD FOR THE BRANDS?
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ANZ BANK: 4TH BANK AMONGST FEMALE CUSTOMERS
(IN NET PROMOTER SCORE)
BEFORE
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“BRAND THAT UNDERSTANDS WOMEN”AFTER
50%TARGET
+ 300%RESULT
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FEMALE CUSTOMERS CATEGORY GROWTH RATE
1.38% 9.83%
FEMALE CUSTOMERS ANZ GROWTH RATE
x7
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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
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ANZ ANNUAL MEDIA SPEND
1.5%
EQUAL FUTURE
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PROFITCSR vs.
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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
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MARKETING COMMUNICATIONS
CORPORATE COMMUNICATIONS
vs.
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MARKETING COMMUNICATIONS
CORPORATE COMMUNICATIONS
SOCIAL CAMPAIGNS
vs.
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MARKETING COMMUNICATIONS
CORPORATE COMMUNICATIONS
SOCIAL CAMPAIGNS
TODAY
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DON’T ADVERTISE
YOUR PRODUCT
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ADVERTISE
THE SOCIAL CAUSE YOU SUPPORT
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A D V E R T I S I N G F O R G O O D
GOOD FOR BRANDS TO STAY RELEVANT
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ANY CONTRIBUTION TO THE SOCIAL CAUSE?
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TURKEY NUMBER #1 COUNTRY
ON TRANSEXUAL MURDERS
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FIGHT FOR ATTENTIONTHE CONTENDERS
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FIGHT FOR ATTENTION
THE MEDIA
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In today’s information-flooded world, the scarcest resource is not ideas or even talent.
It’s attention.
Thomas H.Davenport, Attention Economy, 2000
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The mass media was forced to make room for the media of the masses
in the attention market. Faris Yakob, Paid Attention, 2015
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FIGHT FOR ATTENTION
THE AUDIENCE
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MULTITASKING TASK-SWITCHING
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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
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CANNES LIONS 2015 / 2016 what won and why
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WHAT WON AND WHY
INNOVATION BRAND PURPOSE
HIGHER PURPOSE
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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
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WHAT WON AND WHY
INNOVATION
BRAND PURPOSE
HIGHER PURPOSE
SWEET SPOT 65% of Golds & GPs featured these 3 elements
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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
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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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