[Marketing Week] Bob Koigi: Sustainable brands and campaigns

Companies and institutions are increasingly leaning towards sustainable practices to respond to growing global problems and drive positive change.

dentsu international and Malaria No More UK have joined forces with Facebook and acclaimed Nigerian artist Láolú Senbanjo,to launch the latest component to their Zero Malaria campaign.

Dentsu’s global creative experience agency, Isobar, created the new AR Instagram filter to mark World Mosquito Day 2021.

The filter brings to life the striking visual language of “The Muundo”, created as part of the global ‘Draw The Line Against Malaria’ campaign. The campaign creative was led by Isobar, and the filter was created by Whitespace, a UK-based Isobar company.

Four more major multinational companies have signed up to the World Federation of Advertisers’ Planet Pledge, a global commitment to making their marketing teams a force for positive change both internally and with the consumers who buy their products and services.

Asahi Europe & International, Carlsberg Group, Ingka Holding (largest IKEA franchisee) and Pernod Ricard will join launch signatories Bayer, Danone, Diageo, Dole Packaged Foods, Mastercard, Ørsted, Reckitt, Telefónica, Tesco and Unilever as well as L’Oréal, NatWest and PepsiCo in using the power of marketing to drive action on climate change.

Alongside this, 22 national advertiser associations have committed to promoting the pledge to local advertisers, highlighting the role marketing can play in delivering real change and creating a network of local champions around the world.

On the mergers and partnership front, Xandr has announced the renewal of a global contract with Microsoft which sees the extension of existing technology solutions, the introduction of new ventures and follows over ten years of successful partnership. 

Microsoft is extending its use of Xandr's sell-side platform, Xandr Monetize, and its Global Supply Evangelism relationship with Xandr, as Microsoft expands and diversifies its monetisation strategy, focusing on increasing Microsoft's unique audiences for advertisers across premium display, video and native supply in more than 100 countries.

S4Capital, the tech-led, new age/new era digital advertising and marketing services company, has announced a merger between Cashmere and Media.Monks, which significantly expands the capabilities of both its content practice in the USA and global cultural strategy.

Cashmere is the premier culture and creative marketing agency, founded in Los Angeles in 2003, by Ted Chung and Seung Chung.

LG Ads Solutions, a company in connected TV and cross-screen advertising, has introduced a new smart TV operating system, called River OS.

River OS is built for ultimate personalization, seamless navigations across apps, devices, and services, and advanced voice-controlled TV features at affordable price points.

Large multinationals are still facing big challenges on delivering their media aspirations even as the function becomes more important, according to new research by World Federation of Advertising in conjunction with Ebiquity.

In the appointment space, Essence has announced that Richard Hartell has joined the agency as the new Global Chief Client Officer, overseeing the agency’s long-standing relationship with Google.

He comes to Essence most recently serving as Chief Strategy Officer and Global President of Strategy & Transformation at Publicis Media.

Bob Koigi is an editor at Marketing Report EU

www.marketingreport.eu

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