Chris Arnold

Author: ‘Ethical Marketing & The New Consumer’.
Creative Director & Board Director of Saatchi & Saatchi.
Board member of Europe’s largest marketing trade body, the DMA.
Chairman of both the DMA Agencies Council and the Creative Council.
Founder of The Feel Agency (left 2009) and more recently, a new generation of ad agency CREATIVE ORCHESTRA (world’s first ‘not for profit’ ad agency) www.creativeorchestra.com.
Blogs on ethical marketing issues on Brand Republic.
Written for many titles, including Creative Review, FT, Third Sector magazine, Canvas 8, and many more. Writing books on ‘Maverick Brands’ and ‘THUNK (a different way to think)’.
Written several micro books, ‘Why Women Shop on Venus & Men Shop on Mars’, ‘Open Minds’ (D&AD) and writing 100 Cals.
Appeared on TV many times as advertising and brand expert – BBC Watchdog, BBC Working Lunch, BBC 4, Channel 4. As well as several online TV programmes.
Lectures around the world on advertising, branding, ethical marketing, and creativity.
In my spare time I play in the ‘plunderphonics’ band The Perrinormal.
Lives in Crouch End.

New trends in natural and organic FMCG.

This week I visited the Natural & Organic Show in Olympia, a trade show featuring hundreds of ‘good’ brands founded by passionate people more interested in health than wealth. Here are the new trends…

THE BURNING VILLAGE – A MORAL DILEMMA. HOW WOULD YOU REACT TO THE REAL TRUTH?

When faced with ethical and moral dilemmas, how do we react? Do we take the money or take a stand? Especially when marketing bad brands with bad intentions.

ARE WE SLAVES TO WORDS?

The ‘Big Idea’, ‘Originality’, ‘Engagement’, ‘Content’, ‘Storytelling’, ‘Selfies’ are just a few words, that some may argue, enslave our thinking. Do they help us be better marketers or do they restrict us? And do we even understand the meanings?

Dumb ethics. Just because it may appear ethical, doesn’t mean it is.

There’s a lot of products out there that are a lot less ethical than they may seem, from food and drink to pharmaceuticals. So is it ethical or unethical to sell dumb or misinformed consumers something that is useless or worse, not good for them, because they believe it’s more ethical?

Cultural & iconic references in marketing – are you in touch or living in a white ivory tower?

Benny Hill’s, ‘Ernie, the fastest milkman in the West’ is a symbol of a different time. How many people would get it today?

Faking it. The real cost of buying social media numbers.

No one would argue that there is not a lot of faking up of social media numbers going on. It’s simply too easy, too cheap and often too easy to get away with.

Hyundai sponsors the Tate.

South Korean car company have just announced they are to sponsor the Tate. It’s an 11 years sponsorship deal.

Lidl – putting your ethics where your mouth is.

“Healthy Checkouts” could lead the way in encouraging other retailers to take an ‘ethics over profits’ approach and improve the health of our kids… and parents.

Why is TV beating digital in battle for FMCG ad spend?

TV family

As reported on page 4 of the FMCG’s weekly publication, The Grocer, “TV beats web in battle for FMCG ad spend”, food and drink companies are slashing digital budgets to go back to TV. Why? Because, as the head of Premier Foods Gavin Darby recently declared, “it works”. As reported in Marketing, “We are unashamedly sticking with TV advertising and will not be shifting significant spend into digital channels.”

Read more on Why is TV beating digital in battle for FMCG ad spend?…

Coke’s #Sharethegood – can brands really own goodwill to all men?

There is a fine line between using the spirit of Christmas and trying to convince people your are the spirit of Christmas.

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