Marketing Report
[Marketing Week] Bob Koigi: Brands, agencies accelerate climate action call with bespoke campaigns

[Marketing Week] Bob Koigi: Brands, agencies accelerate climate action call with bespoke campaigns

 As the world leaders gather in the United Arab Emirates for the 28th meeting of the Conference of Parties (COP28) brands, ad, PR and marketing agencies have been running campaigns towards climate action with a clarion call to the global community to take individual and collective responsibility to accelerate commitment towards achieving Net Zero emissions by 2050.

American multinational manufacturer of confectionery Mars, Incorporated recently launched a first-of-its-kind digital and out-of-home campaign that 'reuses' fan-favorite advertisements giving them a second life with new messages of hope and progress around climate.

Advertisements in the Mars 'reused' advertisement campaign will run in the U.S., U.K. and Mexico across Meta platforms and YouTube and will include out-of-home activations in select markets.

At the same time, Deloitte has announced a global collaboration with IBM that will leverage the two companies’ leading sustainability solutions, which together can help clients accelerate emissions reductions strategies and make sustainability programs an embedded part of their organization’s core business.

This, as The United Nations Development Programme (UNDP) recently signed a Memorandum of Understanding (MoU) with the International Communications Consultancy Organisation (ICCO), the global membership body for PR agencies, to take on the climate crisis and tackle persistent communications challenges.

In mergers and acquisition news making headlines this week, Accenture has agreed to acquire Rabbit’s Tale, a Bangkok-based creative and digital experience agency.

The move will significantly strengthen the regional creative, brand and data capabilities of Accenture Song.

At the same time, Globant, a digitally native company focused on reinventing businesses through innovative technology solutions, has announced the acquisition of a majority stake in GUT, an independent creative agency, to strengthen and grow Globant's creative capabilities.

This acquisition will shape a partnership that will boost Globant's technology and creative offering, taking it to a new level.

On the latest unveiled campaigns, American brewer, Anheuser-Busch, the nation's largest drunk driving victim services and advocacy nonprofit, Mothers Against Drunk Driving (MADD), and ridesharing platform, Uber, are bringing their first-of-its-kind coalition to college communities this fall.

As part of the next phase of the Decide to Ride campaign, the coalition is teaming up with Anheuser-Busch wholesaler partner Flint Hills Beverage to help combat drunk driving during the Kansas State Wildcats' 2023 football season.

Pepsi is continuing its 125th anniversary celebration by reuniting with Shaquille O'Neal – whose countless Pepsi commercials delighted and wowed consumers throughout the 90's – to unveil a brand-new commercial that highlights Pepsi Mini Cans as the perfect pairing for snack and mealtime occasions.

And a new campaign from Dunkin’ and Leo Burnett highlights the joy that a box of donuts can bring to the holiday season. It’s easy to get caught up in the chaos of the season, but new creative makes donuts the star of the holidays for their ability to bring a smile to anyone’s face.

In other news that we paid attention to this week, WPP has inaugurated its latest campus in Brussels, a state-of-the-art creative hub that brings together around 600 people and nine of WPP's agencies in Belgium. The new inspiring space is designed to foster creativity and collaboration, giving global and Belgian clients access to WPP's talent in one location.

Joe Public is the 2023 FM AdFocus Agency of the Year, winning the hotly contested Large Agency of the Year Award and the Transformation Award at an awards ceremony held in Johannesburg South Africa.

Hivestack, the world’s, independent programmatic digital out of home (DOOH) ad tech company has announced the launch of Hivestack Curate, a new DOOH marketplace that enables buyers to customize their inventory sourcing and build strategic, curated deals based on their specific business goals.

And Dow Jones, publisher of premium publications including The Wall Street Journal, Barron’s, MarketWatch and more, has completed a full agency review across its consumer brands and its suite of business intelligence products, including Factiva, Risk & Compliance and OPIS.

Bob Koigi is an editor at Marketing Report One