WFA draft6 révisé par M signé [Mode de compatibilité]

Socially Responsible Advertising
Mike Longhurst. WFA 2003
Sustainability & Consumer Social
Responsibility for our sector
Not just a response to attacks on what we do
A recognition of new responsibilities in a new age
And an opportunity for those that do it best
But advertising funds are not charity
contributions
They may benefit society
But they must benefit the company at some level
Brand Value is key
Companies can start by promoting what they are
already doing in Consumer Social Responsibility
Many companies are signed on to good causes at a
corporate level
Their websites and reports say it all
Websites say it all
And there are convincing reasons to do it
So what’s the problem?
Who looks at corporate websites?
Little added brand value
Little transfer to marketing activities
Little demonstration of the good that advertising
can do
So…
Brands will not benefit until principles are taken down
from the websites and put into more intrusive media
Consumers will not respond to leadership until there
is some
And advertising will not move perceptually from part
of the world’s problems to part of the solution
Lufthansa
“Before I just demonstrated for the environment.
Today I work for it.”
Austrian Electricity: creating sector value
“Ecological.
Economical.
Austrian”
Corporate value for Shell
An M&M Award for advertising effectiveness
BASF brand value
BASF
BP: A signpost that only works because of the
corporate reputation
Protection for your engine.
Protection for the
environment.
Making environmental responsibility really
exciting
Opel ECO Speedster: 1.3 litre diesel & 250kph
Great
Corporate
Value for
DuPont
We need to look for the “Hedonistic Idealists”
They live with a paradox:
I’d like to end poverty,
stop violence and racism,
and get rid of pollution.
Everyone should be equal.
I want to dress in the nicest clothes,
drive a great car, talk on the latest
mobile phone, and watch my brand new DVD
The opportunity for advertisers
A consumer should feel
that an easy way to contribute to the good of the world
is to choose or use your brand
The opportunity