Page 64 - Rand Purpose News Today

Small businesses may play a vital role in creating new jobs and keeping local communities afloat, but not every small business owner is equipped with the marketing know-how or the digital tools expertise to reach their full potential. 

Marketing and business leaders from Unilever, SilverChef, Intrepid Group and Bayer Australia share their efforts to foster diverse, inclusive cultures and brand strategies

The meaning of the word ‘influencer’ is moving beyond people just using their influence to try to sell things and towards them creating value. That’s why creators should be included within the marketing mix at the early stages of campaign planning and brought along on the journey to work their magic and create narratives that can drive real value for brands.

FMCG advertisers have historically allocated a majority of ad investment to linear TV. But by complementing this traditional channel with online branded content, Reckitt has been able to reach new digital audiences with its purpose-led ‘Generation Rewear’ campaign.

Meta-owned messaging app WhatsApp has today unveiled a brand campaign designed to promote its View Once function for sharing ephemeral media. The effort aims to attract a younger audience, steal users from Snap and promote privacy amid growing concerns about user data protection.

Globally, one-third of all food produced for human consumption is lost or wasted. To raise awareness of the problem, Unilever-owned Hellmann’s has created an installation at Cop26. The Drum caught up with the brand boss and artist behind the work at the event.

Daily review of news from Cop26.

Data published today in Sid Lee’s annual Belong Index indicates that gen Zers are increasingly drawn to values-based communities – and that the brands who are garnering the most affinity among young people are those that engage with these communities in authentic, humanistic ways.

In this series, we'll talk to marketing leaders about how they've embedded climate action into their agencies. Today, we talk to Sam Zindel, managing director at Propellernet and founder of Low Carbon Leaders, about how to get the ball rolling and making the case for change.

The Drum Network is growing its chapter in Amsterdam. Network head Holly Hall and editor Sam Anderson sat down with Dutch Digital Design’s Bert Hagendoorn and agency leaders from the Venice of the north to talk about Dutch marketing’s role in a post-pandemic world and the current talent landscape.