Cause Branding Digest, October 20, 2015


3 Ways Empathy Can Help You Build a Killer Strategy
(Adweek, 07.10.15)

I’m sure by now you’ve heard about Facebook CEO Mark Zuckerberg’s announcement that the company is creating a dislike button, or something similar. Sure, I’m curious to know what it’s going to look like, whether people will use it and how. But the thing that caught my attention—and has sparked the most conversation among my fellow strategists—is how Zuckerberg described the intent of the new button and what it might mean for users.


Ethical Mantra ‘Don’t Be Evil’ Becomes ‘Do the Right Thing’ for New Google Parent
(Marketing Land, 05.10.15)

The Wall Street Journal points out that Google’s corporate parent, Alphabet, has a new code of conduct and a new ethical slogan: “Do the right thing.” The code states in its preface, “Employees of Alphabet and its subsidiaries and controlled affiliates (‘Alphabet’) should do the right thing—follow the law, act honorably, and treat each other with respect.”


Unilever’s Keith Weed: It Is a Brand’s Role to Help Consumers Be Responsible Citizens
(Marketing Week, 01.10.15)

What do Ban Ki Moon, Bill Clinton and Beyoncé have in common? No, it’s not the start of a bad joke, but rather a snapshot of the people who were in New York City last week, all with the same aim – galvanising people to take action for the good of our planet.


How Memes Can Help Save the World
(Triple Pundit, 09.10.15)

What do Twitter sensation @MarnieTheDog, actor Leonardo DiCaprio and President Barack Obama have in common? If you thought climate change, you’re right. A viral social media campaign, #ClimateChangeIsReal, launched on Earth Day this year and discussed at a SXSW Eco workshop this week, taps into people’s fascination with celebrity culture and memes to raise awareness about climate change and make climate action mainstream.


“Be so good they can’t ignore you.” —Steve Martin


Cause Branding Digest, September 15, 2015


Social Responsibility as a Startup Launchpad: A Look into CSR and Entrepreneurship
(The Huffington Post, 14.09.15)

What images come to mind when you think of Tom’s? Perhaps it’s an image of the fashionable espadrille, but for me at least, it’s an image from one of their marketing campaigns: a group of Tom’s employees walking towards the camera in an impoverished community with gifts in hand–the gift of shoes.


What Does Climate Change Mean for Business?
(Eco-Business, 10.09.15)

Businesses ignore climate change at their own peril, as it will affect their supply chains and profit margins, among other things. Taking the effort to mitigate climate change and prepare for potential risks will pay off in the long run, said experts at the 2015 International CSR Summit.


Get Noticed: How to Communicate Your CSR Story with Purpose
(GreenBiz, 31.08.15)

In today’s world, being a responsible corporate citizen is table stakes. Nine in 10 global consumers expect companies to go beyond profit-making and address social and environmental issues, according to one recent study.


How Hurricane Katrina Changed the Game of CSR Forever
(Business2Community, 26.08.15)

Ten years ago, Hurricane Katrina not only devastated New Orleans and the Gulf Coast. It also shattered the confidence Americans had in their government to respond to domestic emergencies.


“If people like you they will listen to you, but if they trust you, they’ll do business with you.” —Zig Ziglar


Covering the Globe with Kudos

Let’s start in Australia, where Red Agency, part of the Havas PR Global Collective, recently was named PRWeek Asia’s PR Consultancy of the Year and won Campaign of the Year and six other honors. At the CommsCon Awards, Managing Director James Wright was named PR Leader of the Year and Red won Large PR Agency of the Year and the Grand Prix for its “The Most Powerful Arm Ever Invented” campaign (which also won for best social media/digital and best pro bono)—plus five other shortlists. In addition, that campaign won the first Black Pencil in innovation, given at the 2014 D&AD Awards. Red Agency is a major part of the global climate consortium we created for the United Nations Foundation that has been winning awards worldwide this year, including these: IPRA Golden World (winner, Environmental, Agency), PRWeek Global (finalist, Issues and Crisis), CommsCon (shortlist, Issues Management; shortlist, Government Relations), PRWeek Asia (winner, Public Affairs), CIPR Excellence (finalist, Global), Bulldog Reporter CSR (silver, Best Green/Environmental), PRSA Big Apple (winner, Public Affairs/Government, Associations and Nonprofit Organizations) and SABRE (finalist, Global). The consortium has led to our brand-new climate practice. Read more about it here.

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.