At its best, marketing has the power to change the world. It can raise awareness, change behaviors, elicit action and even start movements. But what are the risks and rewards for our industry during the Covid-19 crisis?
As part of Digital Transformation Festival, The Drum in partnership with Adobe Stock, will host a digital panel to answer these questions and more.
The panel, which will be moderated by The Drum’s associate editor Sonoo Singh, will also feature VMLY&R executive creative director, Harsh Kapadia, Adobe senior manager for business development, Meg Moss and art director at Publicis Poke, Edie Crosland-Wood- who will take a deep dive at how brands can craft ideas that make a genuine societal impact.
It will also explore how marketers can avoid getting too swept up by shiny new technology, using it to not only drive sales but also drive positive societal change that makes a lasting impact on the lives of their consumers.
The modern consumer expects businesses to look beyond profit and find a way to take a meaningful stand on issues such as inequality, climate change and politics. But doing this with the right tone of voice isn’t easy.
The panel will analyze examples of brands that have found the right balance, looking at what we can learn from their successes. It will also consider how the creative world can address issues around inclusion and diversity, and the routes to ensuring brands are truly representative of the world they’re a part of.
Marketing is no longer just about great campaigns, but about creating great ideas that stretch beyond the world of advertising. It’s about showing consumers you understand their worldview and tap into it in a way that makes sense. For too long brands have said one thing in public and done another in private, but this panel will show how they can truly live out the values that they preach about and create advertising that changes our world for the better.
This free-to-attend, thought-provoking digital session will take place on Friday, April 24th at 9:00AM EST. If you would like to attend then please register here.