[Marketing Week] Bob Koigi: Brands bolster the sustainability resolve
Brands are stepping up their net zero emissions commitments and reducing their carbon footprint through a raft of campaigns, interventions and partnerships as they seek to accelerate the transition to a clean energy economy.
Amazon has unveiled new wind and solar projects to power its offices, fulfillment centers, data centers, and stores, which collectively serve millions of customers globally. This, it says are key steps on its path to reach 100% renewable energy across its entire business by 2025.
Samsung Electronics on the other hand has announced its new environmental strategy, a comprehensive effort to join global efforts to tackle climate change.
It includes commitments to achieve enterprise-wide net zero carbon emissions and plans to use more renewable energy, as well as to invest in and research new technologies to develop energy-efficient products, increase water reuse and develop carbon capture technology.
At the same time, IKEA Industry, Volvo Trucks, and Raben Group have signed a collaboration agreement on zero-emission heavy transport in Poland.
IKEA will introduce heavy electric Volvo trucks for internal transport flows at two IKEA Industry factories in Poland, which will be operated by Raben Group. The learnings from the pilot will be used for the electrification of transport operations at scale in a larger transport network.
And Volvo Trucks is beginning series production of the electric versions of the company’s most important product range, its heavy-duty trucks: Volvo FH, Volvo FM, and Volvo FMX. These trucks can operate at a total weight of 44 tonnes and the three models represent around two thirds of the company’s sales.
With these new additions, Volvo Trucks has six electric truck models in series production globally – the broadest electric truck line up in the industry.
In brands investment in campaigns, Budweiser, an Anheuser-Busch InBev (AB InBev), brand and FIFA World Cup™ Sponsor, has debuted a global rallying-cry for fans: “The World is Yours to Take.” In partnership with international football icons Lionel Messi, Neymar Jr., and Raheem Sterling, Budweiser will launch its FIFA World Cup campaign in more than 70 countries, the most in the brand’s 146-year history.
The soundtrack of the campaign is a reimagining of the iconic Tears for Fears’ anthem “Everybody Wants to Rule the World,” capturing the passion and enthusiasm fans will feel during this year’s tournament.
IC Markets, one of the world’s largest Forex CFD brokers has unveiled its new global marketing campaign in front of an audience of thousands of rugby fans at the Rugby World Cup Sevens tournament held at the DHL Stadium Cape Town, South Africa.
The advertisement will air in 10 countries over the next few months and was created by South African creative agency and filmmaker Silver Bullet Films.
And OneScreen.ai, the marketplace provider for buying and selling out-of-home (OOH) advertising, has released its third research report in a series of studies, this one citing nearly all (96%) respondents are satisfied (50%) or very satisfied (46%) with the ROI of their current OOH marketing campaigns.
On average, these companies have seen monthly revenue increase by more than 50%. The findings also reported 78% of companies using OOH plan to increase their OOH budget over the next 12 months.
In partnerships and acquisitions, WPP has announced the acquisition of JeffreyGroup, an independent corporate communications, public affairs, and marketing consulting firms in Latin America.
JeffreyGroup will join the Hill+Knowlton Strategies international network and will create the largest global communications agency presence in Latin America, doubling Hill+Knowlton Strategies’ footprint in the region.
Havas Group has acquired full-service ecommerce and Amazon consultancy Expert Edge to accelerate its global expansion of Havas Media Group’s full-service ecommerce agency Havas Market from the UK.
The acquisition equips Havas Market with the tools to offer clients end-to-end support across their ecommerce ecosystem and positions the agency as ecommerce consultants that look beyond media.
Nielsen and Marketing Architects, an All-Inclusive TV advertising agency that covers everything brands need to succeed on TV for the price of media alone, have announced a multi-year renewal agreement for local TV measurement in all markets.
With this agreement, Marketing Architects will continue to utilize a comprehensive suite of Nielsen measurement services to demonstrate value to advertisers.
In other news, after becoming a billion dollars’ worth industry last year, the eSports market continues booming, with more and more brands willing to invest their money into sponsorships and esports advertising.
According to data presented by Safe Betting Sites, as the largest revenue stream of the entire industry, eSports sponsorships and advertising are set to reach over $1bn in value by 2025.
Bob Koigi is an editor at Marketing Report EU
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