Showing posts with label RED. Show all posts
Showing posts with label RED. Show all posts
Friday, September 26, 2008
Can brands and sport help the obesity problem
I have been thinking a lot lately about how different brands can utilise their marketing money to help fix social problems in conjunction with growing their own businesses. I think that RED is an awesome idea and it doesnt matter how much money they made vs spent because those marketers wouldve spent that money anyway. So I was asked at UM to write a piece on something relevant locally, that might be of interest globally. So here is a piece I wrote around the hype of the Olympics and how brands have a great opportunity to address the growing social problem of obesity.
Wednesday, February 28, 2007
Using our skills for good !!
I just read an article that Johanna at cellardoor wrote on creative altruism and how online is helping different organisations express this by involving people, making them feel apart of something big. Like changing the world....
It made me think of a speech I saw by the marketing director of Eurostar in UK about how we as an industry could utilise our skills to help drive important world issues. While writing at note to Jo, I realised that we could create an award at the top industry associations across the world for the agency or campaign that helped give back to the world. So there would be agency of the year, media agency of the year, then campaign that helped the greater good or agency that did the most to help the greater good.
What if an agency created another business model like RED. If you think about it, RED is a prime example of what we do daily. The thinking was a little like this.
Instead of just giving money away. Why dont we create a brand that links western culture's move toward expressing and helping key issues . Get a celebrity to endorse it. Make the brand powerful enough to stretch across products and services. Then use the money from the power of the brand, to give to an important cause. Sounds like a standard day in a brand related company to me.
Problem is we might have to do it for free..... But surely the attention in the industry and the strength of the idea, would add would show the skills of the agency and lead to more business.
It made me think of a speech I saw by the marketing director of Eurostar in UK about how we as an industry could utilise our skills to help drive important world issues. While writing at note to Jo, I realised that we could create an award at the top industry associations across the world for the agency or campaign that helped give back to the world. So there would be agency of the year, media agency of the year, then campaign that helped the greater good or agency that did the most to help the greater good.
What if an agency created another business model like RED. If you think about it, RED is a prime example of what we do daily. The thinking was a little like this.
Instead of just giving money away. Why dont we create a brand that links western culture's move toward expressing and helping key issues . Get a celebrity to endorse it. Make the brand powerful enough to stretch across products and services. Then use the money from the power of the brand, to give to an important cause. Sounds like a standard day in a brand related company to me.
Problem is we might have to do it for free..... But surely the attention in the industry and the strength of the idea, would add would show the skills of the agency and lead to more business.
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