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The Drum partners with Havas Media to find the Meaningful Brand of the Year


By Justin Pearse, Managing Director, The Drum Works

March 30, 2016 | 4 min read

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The Drum has partnered with Havas Media to launch a campaign to find the most meaningful brand.

A reader poll, launched today, will help decide the winner of a new category in The Drum Marketing Awards set up to celebrate brands that are viewed by consumers as improving their quality of life.

The shortlist for the Meaningful Brand of the Year award was drawn up using data from Havas Media Group’s Meaningful Brand Index in combination with insight from The Drum’s research and editorial teams.

The shortlist for the Meaningful Brand of the Year Award includes Airbnb, Apple, Netflix, Uber and John Lewis.

Havas Media Group’s Meaningful Brand Index is derived from an in-depth consumer study, and ranks brands based on their contribution to the well-being and quality of life of consumers.

The Drum’s senior editorial and research team reviewed an early version of the Meaningful Brands survey, ahead of the main wave of results due to be released in September, expanding it to include brands and sectors we believed would add additional credibility to the final award shortlist.

Natasha Murray, MD, Havas Media UK said: “I am delighted that our Meaningful Brand research has led to the Drum’s ‘Meaningful Brand of the Year’ award. As consumers seek better and more meaningful lives, they are increasingly looking to brands to do the same.

It’s is great to see so many fantastic and disruptive brands on the shortlist - the success of these organisations highlights the increasing correlation between delivering frictionless customer experience and making a brand meaningful.”

A meaningful brand, according to Havas Media’s established methodology, is one which is seen to contribute to individuals across three main areas:

Collective wellbeing: Through positively impacting on our communities and society

Personal wellbeing: Through facilitating a healthy lifestyle, allowing us to connect with others, or contributing to fitness and happiness

Marketplace factors: Through pricing products fairly and producing services of high quality.

The Drum Meaningful Brands Award seeks to discover and reward brands that are gaining business benefits while successfully improving consumers’ quality of life.

Marketing can change the world

The Drum believes marketing can change the world, evidenced by its Do It Day initiative, in which marketers come together to solve some of the biggest issues facing businesses, communities and the world at large.

The Drum Meaningful Brand of the Year Award is another example of our focus on how marketing can change the world.

To find the ultimate winner of the Meaningful Brand of the Year category at The Drum Marketing Awards on 3 May, we are asking Drum readers for their help.

We want to know which brand on our shortlist if most meaningful to you, and find out how it has made an impact on you.

Please click here to cast your vote.

Voting will close on Friday 8 April at 6PM.


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