Cause Branding Digest, January 26, 2016

The Y Embarks on Its First National Advertising Campaign
(The New York Times, 26.01.16)

On Sunday night during “60 Minutes” on CBS, the Y unveiled two commercials as part of a rebranding effort that aims both to change the way the public perceives the organization and to raise money.

The Y Stresses Its Community Work
(MediaPost, 25.01.16)

The Y (known to most as the YMCA) has an enviable position of near-total brand recognition. But dig a little deeper and many who have heard of the organization are unclear on what it actually does.

The Three Keys to Purposefully Profitable, Socially Impactful Partnerships
(Forbes, 19.01.16)

It’s a slow but steady rising tide: the sea of companies focused on building a better world and the bottom line. More and more companies are leveraging their financial and human resources to make a dent in important social issues.

Why Your Organization Needs a Chief Sustainability Officer
(Environmental Leader, 13.01.16)

Organization charts normally have boxes for lots of chiefs—whether it’s chief executive officer (CEO), chief financial officer (CFO), chief operating officer (COO) or even chief technology officer (CTO)—to indicate positions of senior responsibility for large areas the organizations’ day-to-day and strategic operations. However, organizations that are making an explicit commitment to more sustainable business practices have not yet granted the same seniority to the person in charge of those sustainability initiatives.

“Ethics is the new competitive environment.” —Peter Robinson

Will the Creative Tone of Super Bowl Commercials Change?

Well over half of people in the ad business (65 percent) and Americans who aren’t part of the industry (62 percent) feel that the recent domestic violence issues of NFL players will help change what we’ll see during the big game this year, according to a new study by our client the 4A’s (American Association of Advertising Agencies). In Adweek, 4A’s CMO Alison Fahey said the upcoming Super Bowl offers an opportunity for “powerful, positive social messages” that hit a “sweet spot” with the audience. And two-thirds of Americans and advertising executives agree. “I don’t think everybody should go overboard—and make it the ‘do-gooder’ Super Bowl,” Fahey says in the article. “[But] it may not be the year for that slapstick, semi-violent tone in advertising.”