Tag Archives: advertising

Meaning 2015 audience

Is your social purpose more than skin deep?

There’s a lot of it about.

In January, Edelman’s Trust Barometre said the UK was at an all time low in terms of public trust for charities, NGOs, business and media. The PR giant recommended companies demonstrate clear personal and societal benefits, and behave with integrity, in order to build trust.

In February, the PRCA ran a packed-out event, Should Brand PR Have A Higher Purpose?, where the likes of Coca-cola and McDonalds argued that social purpose was core to their business strategies. (There’s a good write-up on Gorkana by the panel chair, Ruth Allchurch.)

In June, I went to the launch of Reclaiming Agency - a report on the future of advertising. The report concluded that advertising creatives should start using their collective nous to address sustainability, inequality, poverty and other big social issues facing the world.

Not to be outdone, in September, marketing and media industry bible The Drum relaunched with a brand new strapline: How Marketing Can Change The World.

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Monkeys with coffee pots

You may well have seen the new UK ad from Costa Coffee; it took a while to filter through to me (hehe) out here in coffee-obsessed Tel Aviv.

Actually I’m not doing coffee at the moment, but I am quite partial to monkeys, and this cute ad made me smile, especially with the Bill Nighy voiceover.

Of course, I’d have preferred it if one particularly diligent monkey managed to stick with it and come up with the ground bean goods, but this must be an example of those unfortunate times when the elusive wisdom of the crowd is quickly subsumed and altogether trampled upon by the deluded mob.

If that one monkey in the middle hadn’t started throwing stuff, things might have turned out better. 

This is the sort of anarchy many managers fear when they let the staff lose on Twitter: see Monkeys with Typewriters: Myths and Realities of Social Media at Work to help allay some of those fears!