You can choose to mirror #culture or you can choose to move culture. As the latest #climate report came out from the IPCC, it’s abundantly clear – yet again – that brands need to step up to the challenge and inspire people to act on climate. This...
Are activist brands just dictators on steroids? What ad would you have been the proudest of making? The one from United Colours of Benetton on the left or the one from Patagonia on the right? If you’re not familiar with the term activist brands let me explain. Over...
I often hear many myths about emerging markets. Like #consumers are only in for aspirational campaigns, or that people don’t care about sustainability. Or that it’s all about that bigger flat screen or a running water toilet! I was invited to speak at Dubai Lynx...
At @dubailynx sharing my insights about the most necessary creative tactics the next 18 months in the impact/sustainability space. From sausage factory to collaborative, cross-displinary, problem-solving creativity Use hate & love: think like an impact...
A gin #brand posing as a #sustainability saint, or paid actors promoting #inclusivity? Sounds like a great way to fall into what I call #TheHeroTrap. Check out the latest #Purpose Hits and Misses #podcast hosted by the great E.J. Schultz on Ad Age for more ads that we...
I’m in Morocco, yet purpose is not a new topic there, but it seems dominated by the usual international players. The opportunities are there for local brands to engage and innovate. To make purpose meaningful and avoid the hero trap or call it purpose-wash, it’s...
