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Salterbaxter - Directions Supplement - Corporate Responsibility and Brands

Salterbaxter - Directions Supplement - Corporate Responsibility and Brands



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Published by salterbaxter
Corporate Responsibility and Brands - a oat of fresh green paint or the new strategic battlefield.
Corporate Responsibility and Brands - a oat of fresh green paint or the new strategic battlefield.

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Published by: salterbaxter on Jul 27, 2009
Copyright:Attribution Non-commercial


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Corporate responsibility in advertisingWith just about every brand now rushing to promote its environmental,ethical and responsibility credentials, we thought it was time to assesshow much substance there really is to it all.In this specially extended edition of Directions Monthly we take a look athow deep CR really does go in these organisations and we try to identifywhat is strategic, and therefore likely to be sustainable, versus what is just opportunistic greenwash. To do this we have taken a (admittedlyunscientific and subjective) look at advertising campaigns from aroundthe world. These are our views as practitioners in the field of CR. But wedon’t have to produce advertising for these companies, so we’ve also gotan expert’s view. We have invited Cilla Snowball, Chairman of AMV.BBDO,to give us an insight into how two of her agency’s clients haveapproached the integration of aspects of CR into their consumerpropositions – and it’s interesting stuff.
Nigel SalterLucie Harrild
Directions Monthly
May 2007Issue 12
A MORI poll in January2005 reported that only5% of the UK populationsaid the environment was‘the most important issuefacing Britain’. In January2007, this had nearlyquadrupled to 19%.
Mass market campaigns now featuremessages from the full range of CR issues:ethics, environment, social responsibility,climate change, and values are all being usedto help market products. And there are someobvious reasons why this new wave of ethicaladverts are being produced. A MORI poll inJanuary 2005 reported that only 5% of theUK population said the environment was ‘themost important issue facing Britain’. InJanuary 2007, this had nearly quadrupled to19%. And a new WPP study shows that climatechange is now the number one issue that UKconsumers are hearing about – with 85%hearing about it. A recent report bymanagement consultancy Arthur D Little alsoexplained how it saw leading companies andinnovators moving beyond the originalparameters of corporate responsibility. Thereport argues that real innovators are nowfocusing on what it terms the corporateresponsibility opportunity or CRO. Theirinsight is accurate although their terminologyis pure jargon.This all points to the fact that CR now has fullyfledged commercial wings and it’s not rocketscience to work out why. We think the realchallenge is to identify what actually worksand how to tell the difference between hot airand hot ideas...
Nigel Salter
Director, salterbaxter
With corporate responsibility now playing a key role in mainstreamconsumer advertising there can no longer be any doubt about itscontribution to a company or a brand’s reputation and success.
Directions Monthly
May 2007Issue 12
An overview from salterbaxter…
(A selection of campaigns reviewed and dissected)continued >
1 Dove
The campaign for real beauty(www.campaignforrealbeauty.co.uk)
What I like about this campaign is that itisn’t a defensive response to an awkwardsubject. It’s true there was an issue for allfashion and cosmetics brands to thinkabout – but this wasn’t an obvious response.This is a good contrast to the effective butslightly defensive response of oil firmstalking about future energy sources.Dove’s campaign features real women (notmodels) and celebrates each one’s uniquebeauty. This taps into the very real debateabout how female models are too thin andhow the world’s preoccupation with skinnywaifs has contributed to underminingfemale self-esteem. Dove’s ads have alsobeen adapted in clever ways to suitdifferent markets and challenge localstereotypes. In Japan the campaignbroached the subject of eyelid surgeryand in Brazil they featured a woman withsmall breasts.Dove has also now launched a fund to helporganisations which address eating andself-esteem issues.To me this campaign is genuinely strategicas it has completely re-directed the way inwhich this brand is talking to its customers.It’s got substance. It’s focused on welldefined issues which are relevant. It’sgroundbreaking and it has got properfollowthrough outside the purelymarketing aspects. This one works – and I’dgo further. This is one of the best examplesof the social and commercial combining tomake abrand story more effective.
2 Peugeot
The Peugeot 206 HDi – ‘Le Mouton’(www.peugeot.fr)
Run in France, this campaign shows a carparked in the countryside. It gets sprayed inmud and is then approached by a sheep.The sheep looks at the mud then wipesitself along the side of the car to clean it alloff. The ad finishes with a focus on the line‘Peugeot 206 HDi – Clean technology.Nature will remember’.This is a classic case of a company simplytrying to paint on some environmentalcredentials. There may have been someimprovements to the car’s technology butin essence it’s the same product that hasbeen marketed without the environmentalcredentials for years. This is the sort ofopportunistic adoption of a topical subjectthat most consumers see straight through.Not strategic and not particularlyimaginative.
3 Chevron
Will you join us(www.willyoujoinus.com)
This campaign has been run across mostmedia but it all ties in to a website whereChevron state ‘To deliver the world’senergy, we need yours first’. The site alsofeatures a brilliant counter device whichshows how much oil and gas has beenconsumed globally during your visit to thesite. The site is then basically a debateforum which airs views and analyses all theissues relating to the subject of the world’senergy needs.As mentioned earlier, whatever the oilcompanies do has a hint of the defensivebecause of the nature of this debate, socynics could just brush this campaign asideas ‘they would say that wouldn’t they’. Butthere is real substance here and the open-ended debate approach could be argued tobe less arrogant than BP’s ‘beyondpetroleum’ positioning.This campaign is thoughtful, it has seriouscontributions from academic and othersources and it doesn’t shirk some of thedifficult points. A good reference point forany company seeking to engage in a debaterather than just pontificate.
salterbaxter green rating guide
Bleeds greenDeep greenWishy-washy greenPuke green
salterbaxter green rating guide
Bleeds greenDeep greenWishy-washy greenPuke green

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