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Earth Day 2015: The Expected (and Unexpected) Top 50 Greenest Brands

This week is the 45th anniversary of Earth Day, and its celebration is accompanied by the hopes of tens of millions of people that this is the moment when sustainability and economic growth find a real balance. According to the experts, to be successful, everyone– including brands must commit to a low carbon future. For Read more

‘Good’ Campaign of the Week: Pentagram

Campaign: I Give an X Agency: Pentagram On May 7th there’s a general election in the UK and while the party leaders vie for votes, there’s another, more fundamental battle happening – the fight for political engagement. At the last UK election, voter turnout was just 65%. The London arm of design group Pentagram have Read more

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I Fear Vine and YouTube Stars Will Steal My Job

From left to right: Me; Ariel King, content strategist for Arena is fighting to get some lens time through my afro; Fleur De Force, a beauty and fashion vlogger; and then there are Huw Samuel and Leslie Wai, who are Viners. These social media superstars in the photo formed an interesting panel for a session Read more

‘Good’ Campaign of the Week: Stella Artois

Brand: Stella Artois Agency: Mother London Campaign: Buy A Lady A Drink A new campaign for beer brand Stella Artois uses an iconic glass to help women in developing countries access clean water. A-list talent has been drafted in to help launch the concept. Stella has been leveraging their ‘Chalice’ glasses as a point of Read more

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Moving Behind the Curtain

It started off with nutritional information, morphed into rating systems and reviews on websites, and now the celebration of process—a byproduct of the “maker culture” phenomenon— has infiltrated how brands are designing their experiences. More and more customers are demanding deep information about the products they are evaluating, just at a time when many businesses Read more

‘Good’ Campaign of the Week: Cancer Research UK

Brand: Cancer Research UK Agency: AMV BBDO Campaign: The Lump It can be easy sometimes to miss the most seemingly obvious things even when they’re staring us in the face. When it comes to health this can be problematic, especially when it concerns catching the early signs of illnesses as serious as cancer, so to Read more

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Welcome to the Small Ball Era of Marketing

Baseball gurus refer to the term small ball as a way of manufacturing runs by executing a series of well-timed plays. It might start, for example, with a leadoff walk that creates the opportunity to steal second base, setting up a sacrifice bunt situation. This approach is in contrast to relying on the long ball – Read more

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Beer: The Next Generation of Craft

Craft is a modern phenomenon and beer is the most prolific and visible of all the craft categories, but it is now also one of the most saturated markets with the word ‘craft’ becoming a generic – and maybe misused – label. Craft is here to stay but it is the heart and real meaning Read more

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A Digital Challenge for Brands: Creating A Consistent Customer Experience

Understanding the shopper journey and what motivates a shopper to buy your brand is essential to ensure your brand speaks to your target audience. New research has found that the number of consumers researching products online before buying in-store has decreased by 7 percent over the past year. The study, conducted by OnePoll, asked 2000 respondents Read more

‘Good’ Campaign of the Week: Always

Brand: Always Agency: Leo Burnett Campaign: Like A Girl When the “Like a Girl” campaign first launched, it struck a chord with girls all over the world with a powerful message railing against negative phrases, turning a derision of weakness into a proud statement of strength. It racked up 56 million views on YouTube, before Read more

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