ADVERTISING THAT GIVE AND GET
Traditionally, the ultimate goal of marketing has been to create campaigns that convince consumers to buy products. However, in recent years, there's been a more modified, burgeoning aim for marketers that's fueling several of today's most notable campaigns: having a purpose. That's a 5th 'P' that is being added to the four 'P's all marketers are familiar with. In today's marketing landscape purpose-driven is now the status quo. Yet, every company that wants to survive needs to walk the walk.
At the end of the day, we all know that advertisers exist to sell us stuff. And advertisers know that too. But what they have also learned is that in a world awash with hype and hyperbole, substance sells. Therefore, marketing campaigns that champion a social issue are becoming commonplace. And people are happy with the idea of brands aligning themselves with a social issue – just as long as they are making a genuine positive contribution. So it was no surprise to find a growing body of purpose-driven advertising campaigns-- also known as 'Goodvertising'-- in the spotlight at the Cannes Lions Festival, taking centre stage, scooping a great deal of awards. However, in the goodvertising space, one fundamental question remains unanswered. Does goodvertising come from a position of genuine good, or a position of self-advancement for a brand? In this issue, we discuss how ad people, brands and marketers can progress with social good advertising in an honest and forward-thinking approach.
And everyone seems to agree: no one likes brands that preach. There's too much wishy-washy, do goody stuff out there, where companies try to appear like charities. But marketers today are called to an even higher objective: words must follow actions.
Advertising that is conducive to the planet and to humanity is good advertising. Advertising that is creative and intelligent is good advertising. In the end, both these aspects should be brought together.
Bottom line, don't just do good advertising, do good. It is sure to benefit both society and the brand.
Last but not least, here is a quote worth remembering. According to Father of Advertising" David Ogilvy, his contemporary, Howard Gossage, said: "Advertising justifies its existence when used in the public interest-it is much too powerful a tool to use solely for commercial purposes."
As long as everyone is clear, then brands embracing social issues is no bad thing.
Cover Design by Samer Chamaa – AUST