GLOBAL – JUNE 2011 – WPP and Landor Associates, one of the world’s leading strategic branding and design firms, released findings from a three-month study on citizenship branding practices by some of the world’s leading brands. Results were previewed to attendees at a workshop session during the Cannes Lions International Festival of Creativity.
Findings from Dispatches from A New Business Horizon argue that corporations’ social good can only be attained when business strategy, brand strategy, and social strategy are aligned. Outlined in the study are seven principles that help brands do just that.
Landor led a team of WPP agencies – GREY, Millward Brown and Hill & Knowlton to examine best practices from best-in-class brands around the world; those that led the way for social good, and those that have innovated on what makes a purpose-driven brand. Together, Landor and GREY were given unprecedented access into some of the people and corporations leading the charge for corporate citizenship and social good, including Doug Moore at General Mills, Caroline Barlerein at HP, Stan Litow at IBM, and Dan Cobban at Nike. Analyzing organizational initiatives, fresh partnerships, and far-reaching programs pointed to a rapidly changing environment for global business.
“Regardless of whether you call it citizenship branding, social good, or just purpose, the message is clear: doing good as a corporation can no longer be ignored,” said Scott Osman, global director, Corporate Social Responsibility, for Landor. “Not only are consumers expecting businesses be good via programs like fair trade, but it’s an issue that comes up when they’re looking for employment, when other business look for partnerships, and when potential clients are considering who to work with. If your corporation isn’t already paying attention, it may already be losing.”
Osman was joined by David Slocum, professor and faculty director of the Berlin School of Creative Leadership, to present the study findings in the workshop session. Additionally they explored the history of corporate social responsibility, its current ascension, and the business imperatives it brings. The workshop provided attendees with the most recent thinking around the business benefits of corporate social responsibility; how to make it actionable and relevant, and how to make it a part of core business.
