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.

Given cheap new technology, why are charity shops missing the donor under their roof?

There are over 10,000 charity shops across the UK and growing, but all are failing to use cheap modern technology that could help them make more money. Why?

Drunken Britain – is the Responsibility Deal the responsible answer to a massive problem?

Despite claims that the Responsibility Deal is delivering against targets, and the revised one will do more, there are those that believe we need a more dramatic solution and legislation, not a voluntary scheme, which could include a total ban on alcohol marketing.

Should Wonga be banned from advertising to protect TV audiences?

If one thing has been shown in the last week, the ASA’s principle values of ‘legal, decent & honest’ doesn’t fit within Wonga’s moral code.

If you want to be a loved brand, engage with communities in the real world and learn to speak people to people (P2P).

Turning your brand into a loved brand is all about people to people, which is why I now advocate all clients drop the term B2C (along with that meaningless A,B,C1 definition) and replace it with P2P.

No sex please, we’re British, Concerned Parents, Religious, Daily Mail readers…

WARNING: EXPLICIT CONTENT. You can’t miss it and it must be one of the most noticeable campaigns of the moment, the poster for the Australian underwear brand AussieBum. And then there’s the H&M one…

WIMA 2014, from iBeacons to NFC, what brands need to know to keep up with proximity marketing technology.

Having recently got back from Monte Carlo, where I was speaking on Proximity Mobile Marketing at the WIMA conference, I return a lot more enlightened about new developments in the world of proximity technologies like NFC, iBeacons (BLE) and many others. Here’s the top line…

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?

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