What we’re up to

The long view.

A client confided in us recently that the move to purpose was, for one of their consumer brands, a 15-year strategy. That’s a brave strategy for anyone to put in place in this accelerating world. It’s one that not many businesses can afford to take. But it’s one that some businesses always have. Indeed, many

Is ‘forcing your beliefs’ always a bad thing?

This week, people have been tweeting furiously about animal rights charity PETA. The charity has courted controversy for decades with naked protests, graphic imagery and no-holds-barred headlines. The recent outrage was sparked by vlogger Calum McSwiggan, who took to Twitter to criticise the way the charity operate and market their message. McSwiggan says PETA should

A trip to the drycleaners

Twenty years ago I sat in a D&AD lecture hall listening to Bob Gill. Fresh out of University I was hanging on his every word. I thought he was one of the most smart, funny and inspiring creatives I’d seen. Still do. However there was one valuable piece of advice that stuck with me: “When

Sustainability, meet purpose

Lots of brands are discovering purpose as a way to differentiate themselves and build value in an era of choice, parity and disruption. Really I should say ‘rediscovering’ because for 20 or more years it’s been incumbent on businesses to have a sustainability or CSR strategy. Governments and shareholders have demanded it, because they want

The demographics question

One great joy of marketing is learning to speak to people who are different from yourself. Young mothers. Feisty teenagers. Dutiful pensioners. All people whose skins I’ve had to inhabit over the years, to understand what makes them tick. Clients often come to us questioning which demographic group they should focus on. Or come with

Will brands get back in their boxes?

There’s been a real backlash lately against brands claiming space in conversations about the world we live in. Lots of people who work in advertising and marketing would be more comfortable if beers went back to being fizzy, travel agents were about beaches again, and banks just talked about interest rates. The best-argued and least

Putting the public service crisis in the public eye

This week, GOOD launched a new Back Your Champions campaign for UNISON. With, as it turned out, perfect timing. Across the country, more and more public service workers are at – and beyond – breaking point. Anonymous whistleblowers are writing to The Guardian, junior doctors are confessing all on Channel 4, and UNISON members from

Finding the pulse

We talk a lot about Legacy giving at GOOD Agency. A lot.  It’s a hot topic at the moment, boomers are booming and dying, changes in permissions are driving us to look at longer term income streams and we are seeing brief after brief landing on our desks all wanting to know how to engage

Warm in the wild

Hacking our way through the jungle of consent and permission over the past few months with clients has been challenging, but strangely invigorating. No, don’t stop reading, this isn’t about that. While pausing for breath in a clearing, something occurred to us. Focusing on ensuring we’ve got permission to keep having a direct conversation with

The great digital divide

What’s going on in digital? Once the saviour of advertising, marketing and fundraising, digital’s riven by scandal, confusion, hype and the occasional wild success. Everyone knows it’s the future. No-one knows what that future looks like. There’s a yawning chasm opening up at the centre, a great digital divide that’s pulling in two mutually exclusive

Is it really time to sink the pink?

This article was circulated in an email thread at GOOD today, and it ruffled a few feathers. My mum made me do Race for Life’s Pretty Muddy event with her and a group of her friends. Women who are rarely seen in pink and never seen in tutu’s. They love the fancy dress element, the pink,

Some advice from a good little Indian girl

I got rejected from one of the first agencies I ever interviewed at due to ‘cultural fit’. At the end of my next agency interview, they asked if there was anything I wanted to add. “Yup”, I said. “I know I answered all the questions well. But you should know, I’m not just a good

Purpose done properly drives profit

Yet more evidence that ‘Purpose’ creates value was published today by Unilever, but many brands are still struggling to define and leverage their purpose to generate value. For the uninitiated, a brand’s purpose is made up of two parts; the value created for customers through purchase, and the value employees and customers get through their

Pepsi has joined the Woke Olympics

Woke (adj): being aware (Relating to Racism and Social Injustice) Maybe you’ve seen the worst ad of 2017 but if you haven’t, we’d advise you not to. In a nutshell, it was Pepsi’s attempt to be socially conscious and appear ‘woke’ but they didn’t convince anyone. The term woke first arose in the publics’ conscious

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