Publicis Groupe to Acquire Influential, Creating World’s Leading Influencer Marketing Solution
- Influential is the largest influencer marketing company and platform in the world.Its proprietary AI-powered technology platform with over 100 billion data points, and its network of over 3.5M creators including 90% of global influencers with 1M+ followers, are at the service of 300+ brands around the world.
- Publicis Groupe’s understanding of consumers via Epsilon, combined with Influential’s platform, will enable brands to identify creators that meaningfully connect to their target customers and communities, while providing the unique ability to holistically plan, manage, and measure investment across social, digital, and affiliate marketing.
Publicis Groupe has entered into a definitive agreement to acquire Influential, the world’s preeminent influencer marketing company and platform, authentically connecting brands to audiences by developing, deploying, and optimizing creator-driven digital campaigns.
The largest influencer marketing company in the world by revenue, Influential’s proprietary AI-powered technology platform with over 100 billion data points, coupled with its network of over 3.5M creators, including access to and data on 90% of global influencers with 1M+ followers, currently serves more than 300 brands around the world.
Influencer marketing is revolutionizing the media and advertising industry and has become a ubiquitous growth driver for brands due to the channel’s unique ability to meaningfully connect with their customers. By 2025, social media spend is expected to reach $186 billion, exceeding global linear TV ad spend for the first time, with influencer marketing as its fastest growing segment.
Influential’s differentiated offering enables brands to source high-quality digital creators, curate impactful creative strategy, and activate, amplify and optimize digital media to drive real-world outcomes.
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Now, by combining those capabilities with the unique data and identity assets of Epsilon, and scale of Publicis Groupe, we will put the leadership of ID-driven influencer marketing in the hands of all our clients through:
- a Premium Creator Network: a brand-safe, premium marketplace to directly connect the world’s leading brands with preferred access to millions of diverse creators and their audiences
- Revolutionized Influencer Planning: Bringing our leading understanding of consumers via Epsilon to better identify creators that meaningfully connect brands to their target customers and find their audiences across the entire internet
- Maximized Cross-Channel Outcomes: Unifying, extending, and measuring the reach and impact of social campaigns to digital and affiliate channels in a singular, AI-powered platform with connected creative and sequential messaging that enhances customer experience and drives better business outcomes
Led by Founder and CEO Ryan Detert, Influential will be positioned centrally within Publicis Groupe, empowering all Publicis clients and teams with leading technology, expertise, and delivery of influencer marketing services.
Ryan Detert, Influential CEO said:
“I am thrilled for Influential to join Publicis Groupe – the world’s highest performing and most innovative holding company. We look forward to combining our complementary capabilities and technology to deliver unparalleled influencer identification, content creation, amplification, and measurement for our clients – and to defining the next era of influencer marketing together.”
Arthur Sadoun, Publicis Groupe CEO, said:
“It is a great pleasure to be welcoming Influential to the Publicis family. Beyond its proprietary AI-powered platform, 100 billion data points, unrivalled network of over 3 million creators and access and data on 90% of influencers with 1M+ followers, Influential is above all an outstanding team of talent at the very cutting edge of their sector. With the new creator economy set to exceed linear tv on adspend in the next year, thanks to Influential we are able to fully embrace its outsized influence and put it at the service of all of our clients.
Not only does this acquisition mean we will take the leadership of Influencer marketing. It also uniquely positions us at the centre of the new media ecosystem. By combining our Epsilon data, which allow us to see 2.3 billion people around the world, with Connected TV, Commerce, and now Creators, we can enable our clients to truly know and understand their customers and prospects, and engage with them on a one-to-one basis, wherever they are, both online and offline. It’s how we are putting power back into the hands of brands in a fragmented media landscape, and driving marketing transformation that delivers real business outcomes.”
The transaction is subject to the satisfaction of customary closing conditions including regulatory approvals and is expected to close in late August 2024.
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Channel Factory Hires Three Senior Executives to Further Accelerate Brand Safety and Contextual Solutions
Channel Factory, the global brand suitability and contextual advertising platform, announces three significant additions to its executive team: Luiz Felipe Barros as Global Chief Marketing Officer, Anudit Vikram as Global Chief Product and Technology Officer, and Nerissa Valdellon as Senior Vice President of Media Solutions. These three monumental hires will allow the company to expand its ability to help clients deliver media efficiency, effectiveness, and brand reputation together and expand its mission to drive a positive impact on business performance, people, and the planet.
Luiz Felipe Barros, Global Chief Marketing Officer
In today’s complex media landscape, brands are under unprecedented pressure to deliver short-term growth and drive a measurable impact on their top and bottom lines while protecting their brand reputation and building brand equity in the long run. Following successful stints at AB InBev, Mercado Libre, and as an entrepreneur, Luiz Felipe Barros will work to transform the industry at scale in his Global Chief Marketing Officer role.
“I have long admired Channel Factory for cracking the code to deliver business growth and brand reputation without compromising either,” said Barros. “Our exclusive data and cutting-edge technology enable Channel Factory to deliver outstanding media efficiency and effectiveness on digital video campaigns, ultimately driving a positive impact on business performance. In my time with the company, I’ve witnessed how integral our mission is for the betterment of the industry.”
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Anudit Vikram, Chief Product and Technology Officer
With over two decades of experience in business, advertising, and marketing technology roles, Anudit Vikram now sits as Channel Factory’s Global Chief Product and Technology Officer, where he will be responsible for bringing the product vision to life, driving business and market value, and fostering a world-class technology team. Vikram previously served in leadership positions at MediaMath, Dun & Bradstreet, Merkle, Yahoo!, and Microsoft, among others.
“One of the most important challenges facing the digital advertising industry today is balancing rapid technological advancement with responsible, ethical practices,” shared Vikram. “Channel Factory successfully stands tall amidst these challenges, all while pushing the boundaries of AI, machine learning, and data analytics, with a simple yet powerful mantra: Do Good Business By Doing Good.”
Nerissa Valdellon, Senior Vice President of Media Solutions
As Senior Vice President of Media Solutions, Nerissa Veldellon joins Channel Factory, where she will enhance and diversify its product offerings, focusing on growing omnichannel strategies, driving growth, and guaranteeing outcomes solutions. Valdellon has over 20 years of experience leading operations teams in the digital advertising ecosystem, successfully navigating the ever-evolving landscape of omnichannel marketing at companies like Viant, Specific Media, Adomni, and others.
“As digital advertising continues to grow, protecting brand integrity while achieving targeted and performance-driven, effective reach becomes increasingly crucial. I’ve long since admired Channel Factory’s commitment to brand-safe and conscious advertising,” said Valdellon. “Together, we’ll continue to show genuine care for our customers and explore new opportunities to bring innovation to brand safety along with data-driven performance opportunities.”
“Luiz, Anudit, and Nerissa are incredible additions to our Channel Factory family, and this is a significant moment for us as we continue to grow and support our customers,” said Tony Chen, CEO and Founder of Channel Factory. “Each is an expert in their craft, and these three crucial additions to our already amazing team will allow us to continue delivering excellent media efficiency for our clients, create new innovations, and further transform the media landscape.”
Colgate-Palmolive selects WPP as Amazon agency of record in Europe
Colgate-Palmolive has selected WPP as its Amazon agency of record in its key markets in Europe, consolidating Amazon media activities with a single company.
WPP will support Colgate-Palmolive’s oral care, personal care and home care businesses to adopt a more data-driven, full-funnel approach to Amazon in order to accelerate omnichannel brand and sales impact via Amazon’s Retail, Integrated Amazon Advertising and Amazon cloud-based clean room solutions.
The win reflects Colgate-Palmolive’s continued investment in digital commerce and further enhances its robust omnichannel marketing strategies.
WPP was awarded the business concluding a competitive review to integrate critical Amazon workstreams. A distinct new end-to-end, cross-agency functional model driven and scaled across the region will work in collaboration with local talent. The WPP bespoke solution, led by VML’s Amazon Center of Excellence in Luxembourg, and in partnership with GroupM’s Wavemaker, forges deeper connection between sales, media and brand teams by aligning custom insights and data across the entire customer journey.
The model will utilise WPP’s proprietary Amazon tech stack, which includes its market-leading Amazon Marketing Cloud (AMC) Insights solution, to help Colgate-Palmolive brands achieve exponential growth on Amazon. A highly operational predictive and data-driven model, AMC Insights naturally sequences Amazon-level insights into clear actions for greater precision and accuracy in reaching audience segments, bringing Colgate-Palmolive brands a competitive edge in their retail media investments. This unified approach to planning and activation across all channels, enabled through WPP Open, the company’s intelligent marketing operating system, will deliver greater visibility into marketing and business performance, along with highly effective, tailored activations across retail, content, media and measurement.
Christy Borrowman, VP Digital Transformation, Europe at Colgate-Palmolive, said:
“As part of our continued digital transformation we want to unlock the growth potential in digital commerce. With their Amazon Centre of Excellence team, VML brings deep Amazon and ecommerce expertise that can proactively enable long-term growth for our brands and optimise our media investment on Amazon. We are data-driven and need to get to better insights on ecommerce. I’m confident this new model with WPP will ensure every Amazon ecosystem touchpoint drives deeper engagement, loyalty and, ultimately, conversion for our brands.”
Gemma Spence, VML Chief Digital Commerce Officer, EMEA and WPP Colgate-Palmolive Commerce Lead, said:
“We are thrilled that Colgate Europe has selected WPP as its agency of record for Amazon. Integrated planning and delivery are essential for modern marketing organisations to achieve transformation and sustainable growth. We are confident that the WPP Open-enabled workflow, driven by our world-class AMC solution, will better equip Colgate-Palmolive’s strong brands to meet the evolving demands of today’s dynamic digital landscape.”
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Digital Media Executive, Kerel Cooper, Joins GumGum as Chief Marketing Officer
GumGum, the leading contextual-first, global digital advertising platform, is excited to announce the appointment of Kerel Cooper as its new chief marketing officer (CMO).
Phil Schraeder, CEO of GumGum said,
“We’re absolutely thrilled to welcome Kerel as our new CMO,”
Further added,
“This is a game-changing moment for us at such a transformational time at GumGum. Kerel’s unparalleled expertise in ad tech is exactly what we need to skyrocket our growth. With his leadership, we’re set to revolutionise our mindset-first approach and turbocharge our ability to help our clients reach and support all audiences.”
Kerel Cooper joins GumGum from Group Black, where he served as president of advertising, driving the advancement of Black-owned media. Before Group Black, Cooper was CMO at LiveIntent, where he ascended through the ranks over seven years from VP of platform development. His extensive experience in the industry also includes his role as an adjunct professor at Kean University, where he teaches sports marketing and digital marketing strategies to undergraduate and graduate students. Additionally, Cooper co-founded the Minority Report Podcast.
As CMO, Cooper will be responsible for leading GumGum’s global marketing strategy, fostering brand and agency adoption of GumGum’s innovative advertising solutions, and driving overall growth. His expertise in ad tech will be crucial in navigating the challenges and opportunities in the digital advertising landscape.
Cooper said,
“I’m excited to join GumGum and lead the marketing efforts for a company at the forefront of contextual intelligence and innovation in advertising. GumGum’s unique approach aligns with my vision of creating meaningful and impactful connections for all audiences, everywhere. I look forward to contributing to the company’s continued success and growth while expanding global awareness of mindset-first advertising,”
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The Yahoo DSP and LiveRamp Announce Full Integration of Yahoo ConnectID Across Major Publishers
The Yahoo DSP in partnership with LiveRamp (NYSE: RAMP), the leading data collaboration platform, today announced their integration of LiveRamp’s Authenticated Traffic Solution (ATS) and Yahoo ConnectID, its cookieless identity solution, is now fully available for publishers. With the announcement, Yahoo has added dozens of new publisher domains to its already robust partner ecosystem.
Following the initial announcement of their partnership, Yahoo DSP and LiveRamp publishers are now able to leverage Yahoo ConnectID and Authenticated Traffic Solution to unlock additional addressable demand. Allen Media Group, CarGurus, DISH Media, FloSports, and Philo are already adopting Yahoo ConnectID, continuing progress towards improved addressability and audience engagement within the advertising sector. All 21,000 publisher domains that have adopted LiveRamp’s Authenticated Traffic Solution can also seamlessly integrate with Yahoo ConnectID with minimal effort and benefit from additional flexibility to meet marketer demand.
Adam Roodman, SVP Product Strategy & Management, Yahoo said,
“With the official integration of Yahoo ConnectID now complete and available to all LiveRamp and Yahoo customers, we are taking a significant step forward in authenticated addressability,”
“Building on our strong foundation, this milestone enhances our ability to provide publishers with the tools they need for more precise targeting and engagement, ultimately driving superior outcomes. This partnership not only extends our reach but ensures resilience against the challenges posed by the loss of third-party cookies.”
This rollout showcases the ongoing momentum of Yahoo Identity Solutions, which continues advancing with new partner and platform integrations. Yahoo Identity Solutions take an integrated, omnichannel approach to the identity-constrained world and consists of two components: Yahoo ConnectID for addressable environments and Next-Gen Solutions for non-addressable. Yahoo ConnectID is a first-party data-powered identity solution, fueled by direct consumer relationships with more than 205 million authenticated users¹ in the U.S. It stands as one of the world’s most adopted cookieless identifiers, currently implemented across nearly 50,000 publisher domains and interoperable with more than 30 top data platforms.
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Travis Clinger, Chief Connectivity & Ecosystem Officer, LiveRamp said,
“We’re committed not just to enabling LiveRamp’s authenticated ecosystem, but also every high-quality identifier the industry needs, to scale and grow,”
“Marketers and publishers need solutions that allow for full identity interoperability inside and outside their walls, and our partnership with Yahoo provides critical flexibility here, enabling deeper consumer relationships, value throughout the customer journey, and better control of data.”
Josh Sharma, Vice President of Advertising Partnerships for Allen Media Group said,
“As we transition toward a cookieless future, it is crucial for us to adopt solutions that not only maximize our use of first-party data but also uphold the value and trust our consumers expect in our apps Local Now and The Weather Channel,”
“Our integration with Yahoo ConnectID, powered by LiveRamp, provides a cutting-edge platform that empowers our advertisers to connect with audiences at scale effectively.”
Reed Barker, Philo Head of Advertising said,
“Philo’s programmatic-first approach to advertising requires unique identity solutions in order to drive success,”
“We are thrilled to support Yahoo ConnectID which allows advertisers to accurately target their audiences and measure results at scale, all while respecting consumer privacy.”
Yahoo and LiveRamp are dedicated to leading innovation in advertising technology, prioritizing user privacy, and delivering effective outcomes for publishers and advertisers. This partnership aims to redefine industry standards in digital advertising, enhancing client capabilities and improving user experiences across the digital domain.
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B Lab Revokes Havas’ B Corp Status Over Shell Media Account
After an investigation, four Havas agencies had their B Corp status revoked by B Lab, the nonprofit organization that oversees B Corp certification. Havas has suffered a significant setback as a result of B Lab’s investigation, which led to the global advertising and communications giant losing its B Corp certification. This historic decision was made in response to persistent pressure and a formal complaint against Havas’ affiliation with the oil and gas juggernaut Shell, filed by Clean Creatives and a coalition of 26 B Corp agencies. Havas London, Havas Lemz, Havas New York, and Havas Immerse have withdrawn from the B Corps program due to a conflict between their work with fossil fuel polluters and the values of B Lab. Moving forward, other organizations that are a part of the Havas group will not be able to certify.
Four Havas agencies lose their B Corp status over ties with Shell
Because of the company’s work for Shell, it has earned B Corp status, which indicates high social, environmental, and corporate governance standards. The ruling highlights the increasing reputational risks that PR and advertising agencies face when they present themselves as climate advocates while also serving the interests of the oil and gas industry.
After Havas obtained the multimillion-dollar Shell media account in September 2023, controversy broke out, drawing criticism from environmentalists and inspiring Clean Creatives to file a formal complaint with B Lab. Since Havas used a common brand across its agencies, it was decided that decisions made at the group level were relevant to the B Corp status of the four agencies, even though they had no direct relationship with Shell. According to B Lab UK, Havas’ actions violated the core values of the B Corp Community, and Havas refused to take the necessary corrective action, which was necessary for it to keep its certification.
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Havas’ commitment towards climate crisis
The current standards and complaint procedures, which are being updated to incorporate strict due diligence for environmental impact and human rights, served as the foundation for B Lab’s investigation. Yannick Bolloré, the CEO of Havas, has previously attempted to portray Havas as a climate champion. He has voiced his concern about the climate crisis in interviews and made the case that a large global communications company like Havas could positively impact people’s decisions to live more sustainably.
Havas, for its part, has acknowledged the decision and reaffirmed its dedication to sustainability with programs like the Havas Carbon Impact Calculator. Additionally, it emphasized its recent achievements, including the Gold Media award from EcoVadis and the Science-Based Targets Initiative’s validation of its decarbonization efforts. With B Lab raising its standards for due diligence, the revocation establishes a precedent for cases in the future.
B Lab to introduce stringent policies for environmental and human impact
Clean Creatives welcomed the decision as major success. B Lab has declared that it is updating its standards to incorporate more stringent environmental and human rights impact due diligence. The analysis of complaints against B Corps operating in contentious industries is still important as B Lab finalizes these new standards because it highlights the increasing scrutiny of corporate practices and the need for a sincere commitment to sustainability and ethical standards.
Clean Creatives has just leveled accusations against five other B Corp accredited advertising agencies that have worked with fossil fuel clients in the last three years: Cullen Communications, Edit, SEC Newgate, Tinkle Communications (a subsidiary of Havas), and Total Media. Clean Creatives wrote a letter to B Lab, despite the fact that three of these agencies disagreed with the results, citing openness and previous disclosures.
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EssenceMediacom Crowned the World’s Largest Media Network by COMvergence
EssenceMediacom has been declared the world’s biggest media network by billings according to COMvergence.
The independent industry tracking company ranks the agency as responsible for $24.5bn in advertiser billings, ahead of its nearest competitor by nearly half a billion dollars.
This is the first time that the billings for Essence and MediaCom have been combined following their merger in January 2023.
The 2023 Billings Rankings & Market Shares Report is based on declared clients and covers 47 countries, comparing the performance of both holding company media brands and independent agencies alike. EssenceMediacom was named as the #1 media network in Austria, Germany, Poland, Switzerland, Turkey and the UK. It was also the number one media network across EMEA and number two in APAC.
GroupM was named as the biggest holding company, with total billings of $62.6bn and a 14.8% market share.
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Media.Monks Rebrands as ‘Monks’, Consolidates Services into Two Core Offerings
The S4 Capital brand, Media.Monks, has been rebranded as Monks. By doing this, the agency has set itself up for growth and innovation in areas other than media in the future. The goal of the data-driven, digitally first advertising, marketing, and technology services company is to provide clients with more efficient products and services. media.Monks has released a redesigned service that is much more efficient and simplified. It has also changed its name to Monks with immediate effect, which is a big step forward in its development as a company. The new operating brand more accurately reflects its integrated global team by removing the word “media” from its name.
Media.Monks rebrands as ‘Monks’
The agency will move its services into two fully synchronized practices starting on July 18. Technology Services and Marketing Services. Nonetheless, the agency’s non-capabilities will be consolidated into just two primary offerings. The Monks Flow platform, which leverages artificial intelligence, will power both and provide comprehensive services encompassing strategy and execution. The decision comes three years after S4 merged all of its companies under the Media.Monks brand. Clients will benefit from the structure’s ability to accelerate automation, transformation, and revenue growth.
Consolidated two offerings: Marketing and Technology Services
Services related to creative, content, performance marketing, digital, and production will be included in the marketing practice. These services will make use of Monks’ proficiency in performance marketing, audience engagement, and storytelling to produce significant effects and quantifiable outcomes.
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The company’s technology, user experience, product engineering data, digital transformation, and consulting services will be the main focus of the technology services. In order to enable customers to successfully navigate and prosper in the digital age, it will build upon strong digital infrastructures, cutting-edge digital products and consumer experiences, and sophisticated data and analytics solutions.
In 2025, the agency will introduce reporting and organizational structures to facilitate the new services model.
Here’s what they said
Sir Martin Sorrell, S4 Capital Founder and Executive Chairman said,
“Many of today’s agencies are wrestling with the pace of change in a world profoundly transformed by technology. It’s always been our ambition to disrupt the legacy model and today marks another important milestone in that journey. With this shift in the way we deliver our services to market, we are better able to help clients transform the economics of their businesses and are well-positioned to develop and define the future of our industry.”
Kate Richling, chief marketing officer, S4 Capital, said,
“By dropping ‘media’ from our name, the new operating brand more accurately represents our integrated global team, unified expertise and diverse communities.”
Brady Brim-DeForest, CEO, Technology services stated,
“Our aim is to simplify and accelerate the possibilities of technology and creativity for our clients and that starts with streamlining our offerings and identity.”
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Sustainability in Advertising – Going Green in the Digital Age
I am grateful for having been able to be a part of the rapidly evolving digital space and past two decades have been learning and unlearning being part of ‘next’ (not only best) practices.
In this journey, there is one thing that I observe is a theme that is increasing the depth of our purpose in advertising and marketing – Sustainability. Although the thought is not new and quite a few brands globally have embedded this at the core of what they do. I’d say that this is more of a mindset, and it starts from within. For instance, the first thing we as brand custodians must do is not think that on Earth Day, we will make noise and then roll out one campaign with sustainability theme through the year. Sustainability needs to be taken out of Annual Operating Plans and put as a non-negotiable in efforts. Else a thing like reduction of carbon footprint is a herculean task.
Having the term sustainability as a suffix or a pre-fix to advertising will only make sense if that is consistent with the values of the brand manifesting into measurable action and not only hygiene. What seems promising is the growing relevance of sustainability at the core of purpose and narratives.
Integrating sustainability into marketing practices comes with several imperatives that go beyond ethical considerations. Sharing some thoughts from what I have been reading, some examples imperatives for including sustainability in marketing and advertising. This not being limited to only the purpose but the translating the purpose into action.
Be it automotive, fashion, cosmetics, food& beverage, yes I observe that quite a few companies globally, are trying to increase their brand sustainability by promising to reduce their carbon footprints and by now we all would agree that it definitely affects consumer behaviours if consistency is maintained in narratives.
Beyond consumer perception, sustainability has emerged as a tangible competitive advantage. In a report few year back, I read about. A notable example is Unilever’s commitment to sustainable living brands. According to that Unilever had mentioned, these brands grew 46% faster than the rest of the business and accounted for 70% of overall growth.
Another instance is Levi’s, I observed, this brand cares about sustainability. In 2021, the brand published its sustainability report and highlighted what it has been doing to cause less harm to the planet. I found this report interesting https://www.levistrauss.com/sustainability/report/
Taking into consideration the current landscape, sharing my observations on some key points for the near future as well.
Consumer Demand for Transparency
Consumers today are more informed and conscious about their environmental footprint. They demand transparency and authenticity from brands, expecting them to not only preach but also practice sustainability. A 2023 survey by Nielsen found that 73% of global consumers would definitely or probably change their consumption habits to reduce their environmental impact.
Regulatory Pressures
Governments worldwide are implementing stricter regulations on advertising practices, focusing on reducing environmental impacts. The European Union’s Green Deal, for example, emphasizes the importance of sustainability in all business operations, including advertising.
Technological Innovations
Technological advancements are enabling more sustainable advertising practices. Digital platforms and AI-driven analytics allow for more targeted and efficient campaigns, reducing waste associated with traditional mass advertising methods.
Some Key Points for the Future keeping global perspective in mind–
Integration of Circular Economy Principles
Advertisers must embrace the principles of the circular economy, which focuses on designing out waste and keeping products and materials in use. This approach not only resonates with environmentally conscious consumers but also aligns with emerging regulatory frameworks.
Ethical and Inclusive Advertising
Future advertising will need to be not only environmentally sustainable but also socially responsible. Brands must ensure their campaigns promote inclusivity and ethical standards, reflecting a holistic approach to sustainability.
Sustainable Media Planning
Reducing the carbon footprint of media operations will be crucial. This includes selecting eco-friendly production processes, optimizing digital ad delivery to reduce energy consumption, and partnering with green-certified media outlets.
Data-Driven Sustainability
Leveraging big data and AI to track and optimize the environmental impact of advertising campaigns will become standard practice. This data-driven approach will help brands make informed decisions and demonstrate their commitment to sustainability to stakeholders.
Collaboration and Industry Standards
Collaboration across the industry to set and adhere to sustainability standards will be key. Initiatives like the Global Alliance for Responsible Media (GARM) are already paving the way by creating guidelines to improve the sustainability of digital advertising.
Some fairly recent examples of Sustainable Advertising that I found resonating –
IKEA’s “Buy Back” Campaign
In 2022, IKEA launched a buy-back program that encourages customers to return their used furniture in exchange for store credit. This initiative promotes the reuse of products and reduces waste, aligning with IKEA’s broader sustainability goals.
Patagonia’s “Don’t Buy This Jacket” Campaign
Patagonia has long been a leader in sustainable advertising. Their bold “Don’t Buy This Jacket” campaign urged consumers to think twice before making new purchases, promoting the repair and reuse of products. This not only raised awareness but also reinforced Patagonia’s commitment to environmental responsibility.
Unilever’s Sustainable Living Brands
Unilever has successfully integrated sustainability into its brand portfolio. Brands like Dove, which focuses on reducing plastic waste through reusable, refillable packaging, and Ben & Jerry’s, which champions social justice alongside environmental causes, have shown significant growth, demonstrating the commercial viability of sustainable practices.
To end this piece, I’d say sustainability in the purpose of advertising and marketing is better being in the DNA of organisations rather than just being a trend and we must keep looking at good examples globally to get our inspiration converted into action. One thing that I urge marketing fraternity is also to have deeper collaborations with NGOs, industry peers, governmental bodies to amplify the impact of your sustainability initiatives as collective efforts can address larger challenges and contribute to meaningful change. This could create multi-fold impact in also building trust as a unique currency with the consumers of a brand.
This article is written by Ankoor Dasguupta, Chief Marketing Officer
![Ankoor Dasguupta_Image_mono](https://adtechtoday.com/wp-content/uploads/2024/06/Ankoor-Dasguupta_Image_mono-240x300.png)
Dr. Ankoor Dasguupta
Mentor | Advisor | Digital Marketing | Advertising | Brand Strategy | Print | Digital | Mobile | Media Plannig & Buying
Dr. Ankoor Dasguupta is a thought leader, marketer and executive Coach, who has worked across functions in marketing and advertising with a pedigree of 24 years and ongoing exciting journey, with a rare combination experience across the spectrum of media – print, digital, mobile, event productions & successful pilot projects. He is on multiple national and International Advisory Boards, an extensive speaker at top Business Schools & academia. Extending beyond academia; Dr. Dasguupta has been honoured with the “CIRCLE OF EXCELLENCE 2024” award by Passion Vista with magazine Cover Story also and recognized as the “MAN OF EXCELLENCE, 2024” by the prestigious Indian Achievers’ Award which is a national level award. Most recently Dr. Dasguupta has been selected and felicitated with the national level award –Dr. A.P.J Abdul Kalam Inspiration Award 2024 in the category Youth Icon of the Year.
Anirban Mozumdar Steps Down from his Role of CSO at Havas Creative India
Anirban Mozumdar, Havas Creative Network India’s Chief Strategy Officer, has stepped down. Mozumdar is now a CSO on demand and an independent consultant. He joined the company in March 2023 to create meaningful brands through teamwork for breakthroughs. He worked with 82point5 before taking this position.
Anirban Mozumdar moves on from Havas Creative India
Mozumdar has previously worked for ITSA Brand Innovations, Publicis India, Mudra Communications, Leo Burnett, Rediffusion DY&R, and Chlorophyll brand & communications consultancy. John Thangaraj was named Chief Strategy Officer of Havas Creative Network India by Havas India in his place.
Mozumdar has over 25 years of expertise in the branding and advertising sectors as a strategist and consultant for brands. He has experience working with a broad range of brands and categories in B2C, B2B, D2C, and startup environments in industries including core FMCG, industrial products, and technology. He has scaled small businesses and brands in communication and brand consulting as an entrepreneur and business leader.
Mozumdar’s glorious career
He started his career at Leo Burnett, where he worked for more than ten years, and holds a post-graduate degree from MICA. Apart from his position in India, he worked for two years as a Regional Lead for P&G Laundry brands in the Philippines, where he oversaw brands like Mr. Clean, Fab, and Tide.
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