Cause Branding Digest, April 14, 2015


7 Reasons Walmart Has Given Me Hope About Green Marketing
(GreenBiz, 23.03.15)

Twenty-five years ago this month, my book The Green Consumer hit U.S. bookstores. It promised that “Every time you open your wallet, you cast a vote, for or against the environment.”


5 Companies Doing Corporate Philanthropy Right
(Triple Pundit, 09.03.15)

Some companies just get it. They understand that nonprofits are out there fighting to make the world a better place, so they institute corporate giving programs that provide more funds, in more ways, to more organizations.


What’s the Best Way to Market Your Charitable Giving?
(Entrepreneur, 16.10.14)

From the red Dell laptops for AIDS awareness to pink Nike high-tops for breast cancer research, more companies are embracing social causes as ways of helping themselves and others. Such cause-related marketing generally produces win-win outcomes: The for-profit companies generate goodwill and earnings, while the nonprofit causes share in income they may not otherwise have seen.


‘Green and Growth Can Go Hand in Hand Together’
(Forbes, 23.09.14)

What a difference a decade makes. Corporate leadership is now very keen to be seen to be embracing the values of sustainability. But individual leadership has also made all the difference. Once UN Secretary General Ban Ki-Moon threw his weight behind the Climate Summit in New York, it moved onto a different platform.


“Progress is impossible without change, and those who cannot change their minds cannot change anything.” —George Bernard Shaw


Corporate Branding Digest, Jan. 12, 2015


Brand Activation 2015: Complex, Uncertain and Filled with Opportunity
(CMO.com, 08.01.15)

On the whole, the predictions of top B2B marketers and agency leaders (from the BMA International board of directors) are positive and optimistic. Yet underlying the sense of opportunity is uncertainty. I’d go so far as to call it anxiety. You can read the full set of predictions here, but these extracted passages make my point.


I’m with Stupid: The Management Mistakes that Attract Activist Investors
(Forbes, 06.01.15)

Activist investors have always had a fair bit of notoriety. And over the last year, their reps have evolved as they have become “increasingly involved in the financial, operational and management sides of the businesses in which they invest,” according to the latest Shareholder Activism Insight Report from the law firm Schulte Roth & Zabel LLP. (Technically an activist investor gets this status through regulatory filings called 13Ds; these are submitted when they have a 5% stake in a company—although even with smaller stakes, some investors can use moral suasion and social media to be “activist.”).


How to Lead a Purposeful Company Toward Social Change
(Fast Company, 05.01.15)

While a cause can often find its voice through social media or grassroots movements, Purpose cofounder and CEO Jeremy Heimans believes using resources towards advocacy and movement building is the key.


Research: 10 Traits of Innovative Leaders
(Harvard Business Review, 15.12.14)

Many organizations would like their leaders to create more innovative teams. But how exactly should they do this? If you ask highly innovative leaders what makes them effective you are apt to hear, “Well, I don’t know. I haven’t thought about it.” Or they will make something up that sounds compelling. But the fact of the matter is that people who excel at something aren’t usually very good at pinpointing exactly what accounts for their skill.


“Times of transition are strenuous, but I love them. They are an opportunity to purge, rethink priorities and be intentional about new habits. We can make our new normal any way we want.” —Kristin Armstrong


#GivingTuesday: A Dedicated Day of Giving

#GT

[Originally posted on the Holmes Report.]

Wading through all the Christmas displays while trying to find Halloween treats, I have been thinking more and more about #GivingTuesday. The concept that New York’s 92nd Street Y and the United Nations Foundation had in mind when they launched the initiative is deliciously simple—and appealing, as we’re all still shaking off the hangover of last decade’s collective overspending, against a backdrop of the frenzied end-of-year consumerist messages.

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#GivingTuesday: One of the 50 Best PR Programs in the World

Last night, Havas PR client #GivingTuesday was honored with a Global SABRE Award in the Not for Profit category. The first step was winning a Gold SABRE in that category for the North America competition; then the 5,000-plus entries submitted from around the world were judged to determine the best—one each in 50 categories. We are one of five agencies that worked on last year’s #GivingTuesday campaign, and Havas PR is again part of the communications corps for the 2014 movement. Founded by 92nd Street Y, with the support of the United Nations Foundation, #GivingTuesday is a global day of giving (this year it’s on Dec. 2) that follows the consumer-centric Black Friday and Cyber Monday. We are also helping many of our other clients get involved in the effort. Mark your calendars, and get ready to give.

Remembering D-Day Soldiers in Coverage Worldwide

Seventy years ago on June 6, around 2,500 U.S. soldiers died in the D-Day invasion of Normandy in order to liberate our ally France. The French people have been forever grateful and commemorated this anniversary with a quiet and moving ceremony in the coastal town with U.S. President Barack Obama, Russian President Vladimir Putin and French President François Hollande in attendance.
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How Brands Can Translate Support for the Troops This Memorial Day

[Originally posted on Forbes.com.]

After a long, hard winter, we’re all especially looking forward to Memorial Day this weekend. Let’s face it: For many people today, Memorial Day is a holiday because it’s the official start of summer. It is its own reason to celebrate, and lots of Americans do, even without thinking about the holiday’s origins.
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Proving the Relevance of Networked Versus a Network

In the inaugural PRWeek Global award competition, the Havas PR Global Collective received four top honors, including two for Havas PR North America. Global Nonprofit Campaign of the Year went to #GivingTuesday (an initiative of the United Nations Foundation and 92Y worked on by Havas PR North America and four non-Havas agencies), and Highly Commended in that category was the Airfood Project (Havas Worldwide Paris). Airfood was also Highly Commended in the Global Citizenship category. Marian Salzman, CEO of Havas PR North America and global chair of the Havas PR Collective, was named Global Professional of the Year, Agency. In addition, the Collective, Havas PR UK and Llorente & Cuenca were named to the shortlist in a total of five categories.