Mediaboss Marketing

With new technological advances, consumer behaviour is changing and the advertising industry is paying close attention to Artificial intelligence (AI) and influencer marketing as these mediums are better known for holding attention.

Today, as consumers become more aware, advertisers are listening to their opinions and shaping their narratives accordingly. There is a need to provide an interactive value to them.

Dheeraj Sinha, CEO, Leo Burnett, South Asia & Chairman BBH India believes this is the best time to be in the advertising and marketing business. He said that the value chain is moving from advertising talking down to people, to solving business problems. There is an opportunity to move up the value chain, to solve problems for people.

Reflecting back, he remembered how advertisers played jingles and people watched because they didnt have a choice. Today, that entitlement is gone.

I think the whole value chain is now moving from advertising talking down to people to actually solving human problems and solving business problems.

With increasing fragmentation, the right to earn a consumers time is a challenge today.

T Gangadhar (Gangs), Co-Founder & Group CEO, Quotient Ventures mentioned how the focus areas in advertising goals have changed over the years. Previously, it was broadly related to entertaining and performing while today, you are either entertaining or inspiring.

Citing a few campaigns conceptualized by Leo Burnett for ACKO and Whispers The Missing Chapter, he mentioned how the agency has tried to solve problems and make them interesting for people and that has, in turn, provided value.

For ACKO, we built a technology which is strapped on a bike and it sees a submerged pothole and protects and guides you around it. This saves lives. Thats advertising, thats content and people are interacting with it. For Whisper, to build penetration for sanitary pads, were not saying, Look we have a package of pads thats better than cloth. Were saying, lets have the chapter on menstrual hygiene in NCERT books.

Creating value for consumers and clients goes hand-in-hand. Abe Thomas, CEO, Reliance Broadcast Network (BIG FM) observes two clear trends that are moving the industry forward in this day. The first one being the solutions clients are looking for in the radio segment.

Increasingly, more and more clients are giving briefs saying, Western UP is a challenging market for us, how can you fix it?

Thomas mentioned that the network has built a specialized creative unit to provide solutions for clients which brings in business outcomes. This big shift of clients searching for business outcomes has proved to become a sizable revenue stream for them.

The network has also done an event in the metaverse to show their client that they can actually go there and drive outcomes for them.

As of 2022, the influencer marketing industry in India was valued at over 12 billion Indian rupees. It is projected to grow at a compound annual growth rate of 25% over the next five years with its market value estimated to amount to Rs 28 billion Indian by 2026. In 2022, nearly 55 million urban Indians were direct consumers of influencers of various kinds.

However, Rana Barua, Group CEO, Havas Group India believes influencer marketing isnt going to be credible in the long term. He pointed out it works well for experiential marketing, tourism, and food, but its better to be cautious when it comes to authenticity.

I think we will still stick to the bigger form of ideas, we will stick to data, technology, and other platforms, I dont see influencer marketing as a very powerful thing.

At the core, he believes that the whole debate between new and traditional forms of advertising, the way we create and solve problems in advertising remains the same which is making use of the bigger mediums.

Adding to this, Sinha believes that India will be a country where influencers will be on television and there will be a mix of all mediums to advertise.

On the other hand, Rohit Gopakumar, COO, Optimal Media Solutions (Times Group) pointed out that with changing times and embracing them, Times Group has set up an influencer marketing team that has grown 300 PC in just three years. he further added by saying, The more influencer activity happens, we have seen more ad dollars come into the system.

On similar lines, Saurabh Saksena, CEO, VMLY&R India stated that if influencers are creating credibility and trust in brands, thats very valuable.

It is a well-documented fact that when for consumers to trust brands, they will trust people like themselves. Suppose I want to buy something, and an influencer knows a little bit more than me and endorses this brand, chances are that I am more likely to buy it. I think thats the power that we want to have.

He mentioned how harnessing the power of micro-influencers from small towns, might not get many opportunities but their influence can have quite a bit of reach.

The rapid advancement of AI-generated tools hasnt just piqued the audiences interest, but marketers around the globe are curious as well.

The panel had mixed opinions on the integration of AI and advertising and gave their opinions and standpoints on this emerging trend.

Gangs T Gangadhar pointed out how the jury is still unconvinced about AI. He further stated, It will have its uses. I am a big believer in the human mind and it will continue to rule. Creativity and Big ideas will rule.

Having a similar opinion on how humans and their potential still have a long way to go in the industry, Saurabh Saksena said, ChatGPT or the likes cannot replace human intuition. Brilliance cannot be replicated. For brilliance, you need intuition and a deep understanding of people. And that, at least for the time being, is in the domain of humans,

Where the other panellists were still uncertain about the new tech in the town, Dheeraj Sinha seemed warm towards it.

He said that he is open to the idea of AI tools as it will eventually ease the process. Talking about its emergence he added, Anytime there is a change of platform, there will be resistance. Previously the resistance was seen with the shift from AirBrush to Adobe. But, these are all tools and we will need people to feed these tools. I am open to embracing it. If technology can help me eliminate the long tail and improve accuracy, it frees my people to solve the creativity problems.

At the FICCI Frames 2023 session What is the future of Advertising, moderated by Vinit Karnik, Business Head Entertainment, Group M, panellists discussed what lies ahead as the landscape advances.

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What lies ahead for advertising as AI and influencer marketing gain ... - Social Samosa

LAWRENCE Through workshops and scholarly writing, experts from the University of Kansas are guiding conversations about the roles and responsibilities that schools of social work have to educate the next generation of social workers serving LGBTQ+ individuals in an environment of expanding anti-trans legislation across the country. Adding weight to the conversation is that sometimes such social workers are transgender or gender-expansive individuals who themselves experience the same challenges that put people in crisis.

The University of Kansas School of Social Welfare has hosted two annual town halls and led a recent scholarly journal special edition on the roles and responsibilities that schools of social work have in such an environment.

Weve seen an onslaught of anti-trans and anti-LGBTQ+ policy and legislation across the U.S. Every year we hear it is the worst year yet for such policy and then the next year is worse again, said Meg Paceley, associate professor of social welfare and director of the Toni Johnson Scholars for Racial and Social Justice Program. The social justice values of our profession call for us to fight against oppression through social work education. Many of us do community-based work, and the ethics and values of our field call on us to do more.

Following the inaugural 2022 town hall on anti-trans policies and social work education, the Journal of Sociology and Social Welfare approached the organizers about editing a special issue of the journal focusing on similar topics. The issue was published in an open-access format this month. Paceley and co-editor Candace Christensen of the University of Texas, San Antonio, made a call for submissions. The journal includes contributions from scholars and students from across the country on the broad themes of transgender and gender-expansive student and faculty experiences in social work education and strategies for teaching, organizing and innovating social work education to promote more trans-inclusive social work education.

The goal of the journal issue is not to advocate for or against any certain policies at a state or national level, but rather to critically engage with social work and social work educations responsibility to acknowledge the harm caused by anti-trans policies and rhetoric and commit to centering transgender and gender-expansive people, communities and issues in their curriculum, programs, procedures and community-based work.

Paceley and Christensen wrote an introduction to the special issue. In it, they address the larger issue of anti-trans policy, how it has largely targeted youth and students and the specific topics authors address throughout the special issue. They close with a call for faculty, social work education programs and accrediting bodies to create equitable, affirming and inclusive structures, systems and practices for the trans and gender-expansive community.

Something Im very happy about is the positionality of our authors. We have students, organizers, faculty and others, Christensen said. And as an open access journal, we wanted it to be available to anyone who is interested in seeing it.

Topics covered by contributing authors include accounts of transphobia in class, a challenge to schools of social work to evolve, practicum experiences of trans and nonbinary social work students, trans-affirming pedagogy, mutual aid from queer and trans perspectives and anti-trans policies and practices in social work education, accreditation and licensing, among others.

Paceley and Emera Greenwood, a KU masters of social work student, co-wrote a chapter as well.

It takes a look at individual experiences and what its like to be a trans, nonbinary student in the Midwest. And it also pulls in their journey through the program, recognizing the harm they experienced alongside the hope and community they found, Paceley said of the entry. And its interspersed with my experiences as a faculty member and recommendations on how programs can address these issues and do better. We can all do better.

Recommendations include examining syllabi and school policies for instances of anti-trans language, creating inclusive written materials, ensuring guidebooks are gender inclusive and finding ways to talk about transphobia in the classroom.

Sometimes what students experience is pretty explicit, and people dont know how to respond. So were providing recommendations on classroom competency and how to respond to such incidents, whether explicit or unintentional, Paceley said.

The journal and town hall from which it formed are not political in nature or responding to any specific policies, but designed to encourage educators, university administrators and accrediting bodies to consider the reality of current society and how the landscape of anti-trans policy can be perpetuated within schools that are not only teaching trans and gender-expansive individuals, but also the future social workers who will work in diverse communities.

Image credit: KU Marketing

Link:
Scholars outline responsibilities of schools of social welfare in era of ... - KU Today

"We thank the judges for recognizing the PenFed marketing team's creativity and hard work," said PenFed Chief Marketing Officer Gaurav Bhatia. "The campaigns selected for these awards showcase PenFed's commitment to financial literacy and improving the financial well-being of our 2.9 million members worldwide."

Recognized as a Platinum winner, the PenFed Learning Center is an online resource center that provides financial education on various topics to PenFed members. The learning center features articles, static and animated infographics and videos. The infographics and videos condense articles into short overviews of key financial literacy concepts.

PenFed's Watercolor Regional Campaign received Gold. For PenFed's 2022 marketing campaign, the team wanted to create a design for promoting products that would stand out from competitors in the market. The concept implemented was a sketched ink style overlaying a watercolor background. Regional posters were designed according to the area in which the financial service centers were located, highlighting well-known landmarks of the area and the pieces were used in emails, flyers, posters, notecards, newspaper ads and animated digital screens.

Finally, PenFed's innovative approach to a Washington Justice $10K Giveaway was selected for Honorable Mention. As part of a partnership with the esports team, the Washington Justice, PenFed created a sweepstakes for a $10,000 prize that could be used to build a custom gaming setup or home entertainment system. A landing page, digital and social ads, and email campaign were produced to promote the sweepstakes, which targeted gamers.

To see more of the PenFed marketing team's work, please visitPenFed.organd for more financial education content, visit PenFed'sLearning Center.

About PenFed Credit UnionEstablished in 1935, Pentagon Federal Credit Union (PenFed) is America's second-largest federal credit union, serving 2.9 million members worldwide with $35.3 billion in assets. PenFed Credit Union offers market-leading certificates, checking, credit cards, personal loans, mortgages, auto loans, student loans, and a wide range of other financial services with members' interests always in mind. PenFed Credit Union is federally insured by the NCUA and is an Equal Housing Lender.To learn more about PenFed Credit Union, visitPenFed.org, like us onFacebookand follow us @PenFed onTwitter. Interested in working for PenFed? Check us out onLinkedIn.We are proud to be an Equal Employment Opportunity Employer.

SOURCE PenFed Credit Union

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Among all the talk this week about a crackdown on vapingthe most significant tobacco control reforms in a decadehas been the roll-out of another major document.

The National Tobacco Strategy 20232030 was launched this week.

A key priority of the strategy is Aboriginal and Torres Strait Islander smoking and Closing the Gap. We heard the Tackling Indigenous Smoking program would be extended and widenedwith A$141 million fundingto reduce both vaping and smoking among Aboriginal and Torres Strait Islander people.

Here's why that's urgently needed and what needs to happen next to reduce smoking rates among Aboriginal and Torres Strait Islander people.

Tobacco legally kills over 57 Australians a day. That's equivalent to extinguishing an entire country town of 21,000 every year.

It's still the single biggest preventable risk factor for disease and premature death. For Aboriginal and Torres Strait Islander people, more than a third of all deaths are caused by tobacco. Over the past decade we have lost more than 10,000 Aboriginal and Torres Strait Islander lives due to smoking.

Multiple policy failures beyond healthfrom poverty, education, employment, housing, family removals, dislocation and the systematic embedding of tobacco as rations in lieu of wagesmean Aboriginal and Torres Strait Islander people are disproportionately impacted by the harms of Big Tobacco.

So the funding to expand the Tackling Indigenous Smoking program is urgently needed to have no more than 27% of Aboriginal and Torres Strait Islander smoking by 2030 (5% of all Australians). The Break the Chain campaign featured Aboriginal actor and comedian Elaine Crombie.

There have been huge achievements in reducing Aboriginal and Torres Strait Islander smoking. In 201819, 40% of Aboriginal and Torres Strait Islander adults smoked daily, down from 50% in 200405. A target of 27% is achievable. But to get there we need something "extra" to accelerate those reductions.

Tobacco campaigns are one of the most cost-effective interventions when evidence-based, market-tested, sustained and with support services at the end of the call to action. When they are adequately funded, they can impact inequities.

Campaigns must be personally relevant and meaningful to be effective. This makes the case for targeted approaches, including local level campaigns, reinforced by general, national activity. Audiences engage with the message when they can see themselves and their community members (sometimes actually) in the advertising.

We saw this nationally with Break the Chain starring Aboriginal actor and comedian Elaine Crombie. Originally this was a targeted campaign for Aboriginal and Torres Strait Islander people. But it then aired nationally targeting all Australians in 2014.

Don't Make Smokes Your Story was launched in 2016, as part of the Tackling Indigenous Smoking program. This was created by Indigenous agency Carbon Media, starring musician Fred Leone alongside real stories from community members.

One of the most successful and innovative Aboriginal and Torres Strait Islander tobacco campaigns, it included a toolkit for Aboriginal and Torres Strait Islander communities to use and adapt the national campaign to their local contexts.

An excellent example of this is from the Apunipima Tackling Indigenous Smoking team with its local campaign Don't Make Smokes Your Story Cape York.

When Aboriginal and Torres Strait Islander people lead and promote smoke-free behaviors, communities are more interested in quitting. Dont Make Smokes Your Story campaign.

Social marketing campaigns, like the ones we've mentioned, really work well when they take on the Four Ps of product, price, place and promotion.

The beautifully produced ads, the "promotion," can't have impact on their own. This is where the rest of the National Tobacco Strategy comes in.

We've reduced product appeal with plain packaging and graphic health warnings. This will be enhanced with new warnings, including on the sticks themselves, plus greater uniformity of standardized packaging and tightened rules around additives and flavors that make smoking palatable.

Price increases reduce smoking and we'll see a tax increase of 5% each year for three years across all different tobacco product types.

We have known about the harms of commercial tobacco since at least 1950. Yet we still expect individuals to give up nicotine instead of removing this lethal product from sale at pretty much every supermarket, service station and convenience store.

The National Tobacco Strategy is considering a national licensing scheme, removing online sales and delivery services, and potential for reducing the number, type and location of tobacco outlets.

There will also be more action on smoke-free areas and making sure all health professionals (particularly in remote places) are equipped to support quit attempts.

The strategy states it will explore raising the age you can buy cigarettes and monitor how this works overseas.

The commitment to close any last promotional loopholes for tobacco and e-cigarettes, particularly online is also important, along with local and national anti-smoking campaigns. But we know these are not enough on their own. Campaigns can be localized, like this one from Cape York.

Addressing all four Ps is what comprehensive tobacco social marketing would look like. It's what's required to accelerate the declines to get to the 27% target for Aboriginal and Torres Strait Islander peoples, and 5% nationally.

Targeted approaches are critical and can be effective, but they need to be supported by bigger, whole of population structural changes. The community-led campaigns, supported by national activity, will reinforce and amplify the policy changes that will come through on the tobacco product, its cost and its availability.

That's how we realize our goals and ultimately eliminate tobacco related disease and death.

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New funds will tackle Indigenous smoking. But here's what else we know works for quit campaigns - Medical Xpress

Highlights

The importance of the S in ESG has increased in recent years for a number of reasons, including: changing consumer attitudes, greater attention to social issues, regulatory pressure, investor demand, and financial performance

Companies can implement social practices to improve ESG performance, such as promoting diversity, equity, and inclusion; combatting forced labor and human trafficking; and applying responsible and ethical supply chain practices

Implementation of effective social practices is integral to development of successful environmental and governance strategies

Environmental, social, and governance (ESG) criteria have become increasingly important in assessing a company's ethical and sustainability performance. While the environmental and governance aspects often receive the most attention, it is crucial not to overlook the S, or social, component a company's impact on society and its stakeholders.

Historically, initiatives, policies and practices that companies can implement to improve their E, S, and G performance intersect and overlap at various points. However, the importance of the S in ESG has increased in recent years for a number of reasons:

In short, the increasing importance of the S in ESG reflects a growing recognition that a company's impact on society is a critical factor in its long-term success. Indeed, successful environmental and governance strategies are dependent on implementing an effective social sustainability strategy.This article discusses the kinds of practices that companies can implement to potentially improve their social performance and contribute positively to the ESG landscape.

Promoting diversity, equity and inclusion (DEI) in the workplace drives innovation and creativity, leading to better decision-making and problem-solving. Companies can set diversity hiring goals and create targeted recruitment strategies to reach a wider pool of candidates, ensuring they have a more diverse and inclusive workforce. Employers can further promote DEI by creating an accessible and inclusive work environment for individuals with disabilities.

Companies can implement policies and practices that ensure their workspaces are accessible, provide reasonable accommodations, and offer targeted training programs to raise awareness and foster a culture of inclusion. Company leadership can also create employee resource groups focused on different dimensions of diversity, which can help foster an inclusive culture and provide networking opportunities for underrepresented employees. Such actions, in turn, result in better overall ESG performance by aligning the company's values with societal expectations, while also attracting a broader range of investors interested in socially responsible practices.

Companies can establish and maintain policies that promote fair wages, benefits, and safe working conditions. For example, they can conduct regular wage assessments to ensure their compensation is competitive within the industry and provide adequate safety training for employees to minimize workplace accidents. By implementing such practices, employers can create a supportive and motivated workforce, leading to increased productivity and improved ESG performance. Implementing fair labor practices also signals a commitment to human rights and ethical business practices, which are essential for strong ESG ratings.

Prioritizing employee well-being can lead to increased employee satisfaction, reduced turnover rates, and higher productivity. To support their employees physical and mental health, companies can establish comprehensive employee wellness programs that address and encourage various aspects of well-being. Such programs may include fitness classes, stress reduction workshops, parental and family support programs, and mental health resources.

By investing in employee well-being, companies demonstrate their commitment to the welfare of their employees and the social aspects of sustainability. These efforts not only contribute to improved ESG performance but also create a supportive work environment that attracts and retains top talent, ultimately benefiting the organization's long-term success.

Investing in local communities fosters goodwill and builds positive relationships with stakeholders, which can enhance a company's reputation and contribute to a company's overall ESG performance by demonstrating a commitment to social responsibility and community engagement. Companies can collaborate with local nonprofits and organizations to identify opportunities for employee involvement, ensuring that their efforts align with both the company's values and the needs of the community. This can also facilitate stronger relationships with stakeholders, as investors increasingly prioritize ESG criteria when making investment decisions.

A responsible and ethical supply chain demonstrates a commitment to sustainability and social responsibility, which can contribute to improved ESG performance. Companies can collaborate with their suppliers to develop and enforce codes of conduct that outline expectations for labor rights, environmental stewardship, and responsible sourcing practices. Companies can also provide training or resources to help suppliers improve their own ESG performance, thereby strengthening the entire supply.

By prioritizing supply chain responsibility, companies can mitigate risks associated with labor and environmental violations, leading to stronger long-term financial performance and increased investor confidence.

Preventing forced labor and human trafficking within a company's operations and supply chains helps improve overall ESG performance by demonstrating a commitment to human rights and ethical business practices. Companies can establish and enforce policies that require suppliers to provide evidence of compliance with local and international labor laws.

In addition, companies can look to establish strict supplier screening and audit processes to ensure they only work with ethically compliant partners, thereby mitigating risks associated with forced labor and human trafficking, including reputational and legal risks that can negatively impact financial performance and investor relations.

Engaging with stakeholders and soliciting feedback allows companies to better understand the social impact of their operations and address concerns proactively. Companies can adopt a multi-faceted approach to stakeholder engagement that includes various channels for communication and interaction. This may involve conducting surveys, hosting town hall meetings or webinars, forming advisory boards, and engaging with stakeholders through social media platforms.

By employing diverse methods of communication, companies can reach a broader range of stakeholders, including employees, customers, investors, suppliers, and community members. This can lead to improved ESG performance by fostering trust and transparency between the company and its stakeholders, while also ensuring that the company's actions align with societal values and expectations.

Investing in education and skill development programs contributes to a company's overall ESG performance by empowering employees and communities. By investing in their workforce, companies can maintain a competitive edge in the industry and foster a culture of innovation and personal development. Developing a skilled workforce can help drive sustainable growth, while also demonstrating the company's commitment to social responsibility and long-term value creation.

Adopting ethical marketing and advertising practices can improve a company's overall ESG performance by promoting transparency and building trust with customers. Companies can prohibit deceptive marketing tactics and create internal guidelines and training programs to ensure that marketing materials meet ethical standards and promote positive social values. In addition to mitigating the risk of greenwashing claims, such programs also signal a commitment to social responsibility and consumer protection, which can attract investors focused on sustainable business practices.

Protecting customer and employee data is essential for a company's social performance and overall ESG standing. Companies can conduct regular data security audits and invest in robust cybersecurity measures to safeguard sensitive information and maintain the trust of their stakeholders. Employers can also involve and invest their employees by providing training in data protection best practices.

By implementing strong data privacy and security policies, companies can reduce the risk of data breaches and demonstrate their commitment to ethical business practices, which can positively influence investor and customer perceptions.

Prioritizing the S in ESG is crucial for companies looking to improve their overall E and G performance. Implementing the kinds of practices outlined above can help foster a positive work environment, contribute to local communities, facilitate overall sustainability, and align companies operations with socially responsible practices. This not only benefits the company's reputation but also promotes long-term positive human impacts.

As ESG continues to gain prominence in the business world, a strong focus on the social aspect will become increasingly important for companies striving to maintain a competitive edge and meet the expectations of investors, employees, consumers and other stakeholders.

For more information, please contact the Barnes & Thornburg attorney with whom you work or Bruce White at 312-214-4584 or bwhite@btlaw.com or Erika Powers at 312-338-5904 or erika.powers@btlaw.com.

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The Rise of the 'S' in ESG: Social Practices Companies Can ... - Barnes & Thornburg