MERCADEO Versión en español

Three Themes for Brand Purpose

Liz Unamo| 16 de enero de 2020

Fernando Machado 19

WARC, the global authority on advertising and media effectiveness, has today released the Effective Use of Brand Purpose Report 2019, outlining successful key trends when using brand purpose in marketing strategies.The findings included in the report are drawn from the jury discussions and an analysis of the metadata of the shortlisted and winning entries of the Effective Use of Brand Purpose category of the WARC Awards 2019 – a global search for next-generation marketing effectiveness.The report identifies common themes from marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as a benefit for a wider community.The report has been guest-edited by jury chair, Fernando Machado, Global CMO, Burger King, and includes contributions from jury member Jane Asscher, CEO and Founding Partner of 23red and WARC’s Lucy Aitken, Managing Editor, Case Studies.WARC’s Effective Use of Brand Purpose Report identifies three key themes:Brands are putting purpose at the centre of their growth strategyPurpose can be a vital growth-driver, according to research by the Harvard Business Review, and is now regarded as being as important as creating new markets and serving stakeholder needs. This is key for brands particularly when they target the first generation of consumers that are making purchasing decisions based on how brands behave towards their customers, employees, supply chain and communities.Yet a challenge faced by many brands is being distinctive at a time when more businesses are adopting a more purposeful strategy.Fernando Machado, Global CMO, Burger King, comments: “A purpose needs to link back to the company’s mission and to demonstrate results. This is critical because marketers need to see how purpose has shaped brand attributes over time through sales and objectives, as well as through behaviour change. But the biggest challenge of all is to come from the heart.”Investing in purposeful partnerships pays offMore than three quarters (76%) of companies agree that partnerships are key to delivering their revenue goals, according to Forrester, and such partnerships are crucial in empowering brands to communicate in new ways. Many such partnerships are endowing brands with the credibility to talk about social and environmental issues, and this was a clear trend among this year’s winners.Absolut partnered Slovak musicians and Spotify to promote diversity in Slovakia, while Manpower in Norway partnered with influencers to help millennials transfer their gaming skills into the workplace. One fifth of this year’s shortlisted papers cited partnerships as a creative strategy, indicating that partnerships can help to shape a new style of purpose-led advertising.Jury member Jane Asscher, CEO and Founding Partner at 23red, says: “Purpose is a vital growth-driver and critical to connecting with people who demand that brands behave more ethically.”Eschewing gender stereotypes typifies a modern brandSome brands are beginning to reset how they portray gender, tapping into the zeitgeist around gender fluidity and LGBTQ+. At the same time, there continues to be a high number of campaigns that promote female emancipation. This is a continuation of an ongoing trend which first manifested as brand feminism with Always’ Like a Girl campaign and is now becoming more grassroots.Indian feminine hygiene brand Stayfree upskilled female sex workers, leaning into the insight that their periods represented time off for them. Recent work for Barbie, Gillette, Renault and personal-care brand Billie shows brands attempting to debunk gender stereotypes by addressing issues around gender and sexuality.Lucy Aitken, Managing Editor, WARC, comments: “Rethinking gender has become a priority for certain brands that are starting to be more inclusive in their approach.”

Diario de Hoy

viernes, 27 de septiembre de 2024

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Comenzó la décima edición de SMARTFILMS con más de 1.200 cortometrajes hechos con celulares

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VIPS

• José Luis Sánchez de Natpe Global: Venimos a México a explicar qué es RealScreen Summit y las ventajas de participar en ambos eventos

• César Sabroso de A+E: Producir Huellas para celebrar 70 años de VW en México es ejemplo de unir esfuerzos con marcas para causar mayor impacto

• Productora Nidian Abella: SMARTFILMS me dio la posibilidad de difundir mensajes que resuenen con todos los públicos

PERSONAJE DE LA SEMANA

Roberto Stopello, showrunner y series developer de Netflix

Roberto Stopello es personaje de la semana en PRODU, tras la entrevista exclusiva ofrecida a Ríchard Izarra en #PRODUprimetime, donde reveló detalles de su nueva etapa profesional, después de dejar su cargo en enero de este año como VP de Desarrollo para México en Netflix. Ahora sigue trabajando en exclusiva para la plataforma, pero con mayor libertad y con la posibilidad de pasar tiempo de calidad con su familia. Además, puede vivir en Orlando, EE UU, donde están sus afectos.

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ACTUALIDAD

• Globo presenta al mercado internacional telenovela Manía de ti de João Emanuel Carneiro

• Shooting in Spain intensifica su presencia internacional para atraer rodajes a España

• Festival Internacional de Cine de Cartagena de Indias abrió convocatoria para la selección oficial de su edición 64

• ICEX España lanza la campaña Spain, Where Talent Ignites para potenciar la imagen internacional de la marca Audiovisual from Spain

El oráculo 35 años: Cecilia Gómez de la Torre

FIC Monterrey celebra vigésima edición con foco a reforzar su internacionalización

Diana Cobos del FIC Monterrey: Incrementamos la parte de Industria como parte del crecimiento del Festival

Arturo Sampson de Exile: Estrenaremos en Telemundo miniserie documental con J. Balvin que abordará temas mentales

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CONTENIDOS

• Mi pequeña princesa del catálogo de Latin Media lidera la audiencia en República Dominicana

• Netflix lanza documental argentino María Soledad: El fin del silencio el próximo 10 de octubre

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VIPS
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Natpe fortalece su propuesta como mercado con la incorporación de RealScreen Summit, dos mercados en uno, ambos a realizarse en la semana del 3 al 7 de febrero en el Hotel InterContinental de Miami. De esta manera, incrementa su propuesta de valor, al ofrecer un mayor acceso a distribuidores y compradores de EE UU y global, con el atractivo de nuevos contactos y negocios para el mercado latinoamericano. Otra ventana es que se distancia de Content Americas en el espacio de tiempo. Sobre estos temas habló en México José Luis Sánchez, gerente para Latinoamérica, EE UU y Global de Natpe Global, quien viajó a este país junto a César Díaz, en una cruzada de ventas y promoción del evento.

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ACTUALIDAD
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Gabz, Agatha Moreira, Chay Suede y Nicolas Prattes son los protagonistas de Manía de ti
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CONTENIDOS
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Mi pequeña princesa
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Netflix estrena el próximo 10 de octubre en todo el mundo María Soledad: El fin del silencio, documental argentino de Red Creek y Néctar Films sobre el femicidio de María Soledad Morales, a 30 años de su asesinato.

PRODU
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