Page 53 - Rand Purpose News Today

As war rages in Ukraine, major brands are taking action. From withdrawing from Russia to pledging support to refugees affected by the crisis, here’s a continually updated list of the measures being taken.

New ad campaign brings levity to the unpredictability of life, while also promoting colon cancer awareness and extending Aflac’s “Close the Gap” initiative which helps Americans who are inundated with medical debt.

Estée Lauder, the cosmetics titan that owns major beauty brands including Clinique, Aveda, Too Faced and Bobbi Brown, has forced out longtime executive John Demsey for sharing a racist meme to his Instagram page. And it’s not the first time the company has been the subject of scrutiny when it comes to equity and inclusion. PR and communications professionals who specialize in helping brands navigate scandals weigh in on what the company needs to do next.

For The Drum’s Deep Dive into the world’s fastest-growing brands we delve into the marketing secrets of TikTok, the social media app that pulled in over 1 billion users in four short years.

History is happening right now. And while the classic public relations guidance is to wait, Aaron Kwittken, founder of KWT Global, says brands should do the opposite at this moment.

Connected TVs are the focal point for many of the most important debates about the future of media, impacting media measurement, the growth of addressable advertising, converged planning and buying across TV and digital media, the use of data to support targeting, the future of the TV trading model, and the relationships between TV platforms and media owners. Two advertising ecosystems are converging and colliding on TV screens across Europe.

Brands need to be authentic, show up with purpose and invest in social and regenerative capitalism. And it’s up to the next generation of marketers to promote environmental, social and governance (ESG) in their brands, be that through digital marketing and local experiences at the grassroots.

LGBTQ+ Americans face several forms of systemic discrimination in many parts of the country – 29 states, to be exact. The new Equality Act could potentially change that. In an effort to raise awareness about the Act, the Human Rights Campaign and WPP Unite have launched a new ad campaign that highlights the stark realities faced by millions of LGBTQ+ Americans.

Ocean Outdoor has become the first home media partner for ParalympicsGB as the out-of-home (OOH) media owner plays its part in building a more inclusive society.

Rocco Kayiatos, chief content officer and former vice-president of marketing at LGBTQ+ telehealth company Folx, is hailed as the first openly trans man to assume a C-suite role. The Drum caught up with the community builder and creative entrepreneur to hear how his lived experience has made him a better marketer.