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.

Putting the heart back into business

Heart in Business is a new initiative launched by Andrew Thornton. The philosophy behind the Heart in Business programme is a move away from the current corporate mindset, which puts quarterly profit above everything else, to putting as much value on people, community, environment and real values.

Mountain Dew – when do brand campaigns become racist?

PepsiCo’s Mountain Dew drink got a lot of criticism for producing what some regarded as the most racist ad of all time. Now they are not only offending black people but Jews too.

British Arrows Craft Awards 2014

At last night’s awards there was some great TV, cinema, online, outdoor and filmic work done by British agencies and production companies. A brilliant reminder that quality still exists in an age of reduced budgets and more cautious marketers, even if it comes at a price.

In the Christmas ad war, as British retailers slug it out against German retailers Aldi and Lidl, has Sainsbury’s scored an own goal?

The new Sainsbury’s TV Xmas ad has split the nation. Beautifully shot, it’s a film not an ad. Some love it others think it’s exploiting the Great War just so out ego John Lewis. It’s had lots of complaints including people boycotting the supermarket. Is it a masterpiece or an own goal?

The problem with using celebrities – they may buy a rival brand!

This week, former X Factor judge, and ex Pussycat Dolls pop star, Nicole Scherzinger found herself getting the kind of publicity you just don’t want as a celebrity when you’ve signed a big deal with a big brand like Muller but actually buy a rival brand, Total.

VIP’s puerile TV ad raises questions about self regulation.

It’s probably one of the worse ads of all time, even Rebecca Black’s Friday song is more enjoyable to watch, but it’s not VIP’s first ad to be nominated for Turkey of the Year…

Primark. With soaring profits it can now afford to be more ethical.

ABF’s retail brand Primark has announced a massive growth in sales and profits, expansion into America and better ethical policies. Is the bad guy of retail becoming the good guy?

Campaign for Great British Copywriting

As a number of Adland’s great writers, including Tony Brignull, lament the decline of copywriting we ask ‘is great copywriting dead or has it just changed the way it looks?”

Is gluten-free just a trend or a real health issue?

This week it was announced that more and more retailers are stocking gluten-free products. Asda has promised to stock at least 8 core gluten-free products in all stores. But is it really because gluten-free has become one of the biggest fads of the last decade?

Apple finally embraces NFC with their iPhone 6

The adoption of NFC (Near Field Communications) by Apple has now sealed its success as the hot new technology marketers will demand.

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