Tag Archives: Ethical Marketing & the New Consumer

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…

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?

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.

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?…

Stark raving mad – why being dishonest cost a brand millions.

Can you really trust what you eat? With a big demand for ethical and quality foods conmen are targeting consumer big time. Ironically, a brand that could now be worth millions got greedy and blew it all. Here’s their story…

Insights from Cannes – the joy of advertising.

The 5 smart ways of marketing success we can learn from Dumb Ways to Die. It’s a brilliant example of ‘Advertainment’ and total integration. Unlike some campaigns that win creative awards, this one has entered the hall of fame as a hard working marketing campaign too. Not only has it reduced deaths and accidents by 20%, but it’s the most viewed campaign globally of all time!

Insights from Cannes – why fun creativity is the best way to sell ethics

Having chaired a day at Cannes on ethics and creativity, this year’s big winner, Dumb Ways to Die, proves what all the speakers were saying – that fun creativity delivers the message much better than serious or shocking.

Observer Ethical Awards – Joanna Lumley & Lenny Henry wins the public vote. But mine goes to Unseen Tours.

This year’s Observer Ethical Awards were as ever inspiring. Proving that real good is being done not by the big brands but the small ones.

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