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As Online Media & Engagement Expands, Online Media Tech Stocks Seeing Big Marketing Dollar Opportunities
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As Online Media & Engagement Expands, Online Media Tech Stocks Seeing Big Marketing Dollar Opportunities
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Ad Age publishes a series of case studies and trend reports exclusively for Ad Age subscribers. Subscribers can instantly download the latest trend report here. Or learn more about Ad Age membership levels and benefits here. This month, contributing writer Michael Applebaum takes an in-depth look at how brand activism is evolving in the post-Trump, post-COVID, post-BLM era: a phenomenon we’re calling Brands As Citizens.
Perhaps it’s time to add a “v” for values to the traditional 4P’s of marketing. Brand activism is more abundant than ever, and that’s no coincidence. Research suggests that consumers are more likely to reward companies and brands that stand up for the issues they believe in. Brands like Nike, UPS and Toyota that are recognized for their high commitment to purpose have grown at more than twice the rate of others, according to a 2020 Kantar report.
P&G pledges Rs 50 crores for India’s vaccine drive The fund will be utilised for procuring 10 lakh vaccine doses, which will be sufficient to inoculate up to 5 lakh Indians.
Procter & Gamble has announced that the company will contribute towards the vaccination of over 5 lakh Indian citizens by pledging Rs 50 crores in partnership with the government and local authorities in India.
For every P&G employee in India, the company is contributing towards the vaccination of 100 Indians. In addition, the company will also cover the vaccination cost of its 5,000+ employee force in India, and their eligible immediate family members. P&G brands Whisper, Vicks, Pampers, Oral-B, Head & Shoulders and Pantene are partnering in this vaccination drive through their brand programmes and will also continue to raise awareness on safety and hygiene in the country.
MediaCom’s global chief of creative transformation Stef Calcraft
MediaCom has launched a new division, dubbed MediaCom Creative Systems, to unite its media and creative teams under a single integrated division.
What has precipitated the reorganization?
The case for better integration of media and creative teams has become common wisdom among clients and agencies, with businesses such as P&G and BT throwing out traditional silo models in favor of integration of data, execution, creative and content.
In the vanguard of this dawning realization has been P&G’s Marc Pritchard, who has been outspoken in his calls for the complex agglomeration of roles accumulated within agencies to be swept away in favor of a simplified structure.
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