Setting the Gold Standard for Responsible Marketing
Responsible Marketing Advisory
We are an independent marketing consultancy with deep multi-disciplinary expertise. We drive growth for our clients.
There are an increasing number of Responsible activations that contribute to positive change in the industry but fail to leave a legacy. Their impact can’t be tangibly measured, improvements can’t be quantified, and as a result, brands don’t have a clear path for future progress.
The best Responsible Marketing work is delivered over the long term. It’s embedded in the ways of working, applied across all activity, and most importantly, the impact made over the short and long term can be measured. Measurement is a topic not commonly associated with Responsible Marketing but is critical to driving positive change and outcomes. After all, you can't manage what you can't measure.
However measurement is only half the story. Investing 10% of your media in progressive titles may sound high to some, but very low to others. Is that 10% figure growing year on year – or has progress stalled? To first understand what good looks like, and the progress you are making towards it, you first need to set standards.
Standards should be reflective of your business’s Responsible Marketing goals, have appropriate metrics in place that reflect these, and ambitious but not finite targets – short-term time-based goals to work through, with a longer-term target that you ultimately want to surpass. However, WFA research has shown that less than 47% of marketers have set tangible KPIs and targets for their Responsible Marketing frameworks.
This needs to change.
This month we’re showcasing what good standard setting looks like, and how the brands we have worked with have used standards to accelerate their Responsible Marketing journey, and the set standards for the industry as a whole.
Managing Director
Read how we supported Diageo 's ambition to buy a greater proportion of their global media investment progressively, accelerating their Progressive Marketing to a double digit percentage. Read it here
4 immediate steps marketing leaders can take to ensure workplace gender equity
Our global strategy lead, Victoria Brooks , delved deep into academia in The Drum to provide actionable advice to marketing leaders looking to improve their organisation’s gender equity. Read it here
Big tech is going green – and smaller publishers need our support to do the same
In her latest The Media Leader Column, Hannah Mirza reveals how big tech is going green – and why smaller publishers need our support to do the same. Read it here
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Streamline Your Media Value Chain & Technology
Digital media campaigns run on significant data and server infrastructures that require energy to power them, producing heat and generating greenhouse gases. Reduce these emissions by being selective in the technologies used to support your digital media, and by streamlining campaigns wherever possible through removing wastage and compressing files.
We'd love to work with you!
We specialise in transformation strategy, implementation and progressive marketing – we believe we can be activists when it comes to marketing responsibly, where passion for positive social and societal impact can be synchronised with business growth. We work on a huge range of projects and offer flexible service models to meet your needs.
Get in touch today for a chat to see how we can help.
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