Marketing Report
[Marketing Week] Bob Koigi: Brands compete on bottom line, sustainability and inclusion

[Marketing Week] Bob Koigi: Brands compete on bottom line, sustainability and inclusion

As markets evolve and consumers’ preferences shift, brands are stepping up competition with their worthiness not just being measured by the value they provide to their customers and their accounts but also their role and responsibility to society today and in the future.

Brand valuation firms like Intebrand and Brand Finance are continuously using metrics such as sustainability and inclusion to measure a brand’s competitiveness and worth. Brands such as Uber, Heineken, Toyota, Deutsche Telekom and Zara have stepped up their game and positioned themselves on these fronts.

And as companies refresh their brands, they are turning to creative agencies for campaigns targeted at both specific and mass audience.

Belgian sauce manufacturer Manna is refreshing its packaging and has asked iO to bring this to people's attention creatively. As a long-term partner, the blended agency has developed a brand campaign with a playful twist to increase brand awareness.

Creative ad agency Intertrend Communications announced the launch of a new adrenaline-fueled campaign featuring Toyota’s Gazoo Racing (GR) series of cars as the hero, using authentic Japanese anime illustrations as a storytelling technique.

Coca-Cola on the other hand has unveiled a campaign to publicize a limited edition flavour exclusively sold on TikTok shop. 

And, Ogilvy has announced its appointment as strategic and creative partner for Hy-Vee’s health brands which includes RedBox Rx, Vivid Clear Rx, Amber Specialty Pharmacy and Hy-Vee Health Infusion Care.

In partnerships and mergers space this week, PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, has announced its partnership with Vevo, the global music video network. The collaboration will allow for an accelerated phase of programmatic CTV growth for Vevo, allowing advertisers to drive scaled reach across its premium library.

The Dutch Meteorological Institute KNMI is expanding its collaboration with its digital partner iO in 2024. The blended agency optimises the organisation’s website and customer portals, crucial for port companies, water boards, safety regions, and aviation organizations .

Hivestack by Perion, the world’s programmatic digital out of home (DOOH) ad tech business has announced a partnership with Midland Realty to bring programmatic DOOH to real estate offices for the first time in North Asia.

In the meantime, Sony Corporation and KDDI Corporation have announced that they will accelerate their joint efforts in their video-related solutions businesses to promote digital transformation (DX) in the broadcasting and media industries.

In other news we are keeping an eye on this week, Entravision Communications Corporation, a global advertising solutions, media and technology company, has announced the opening of its news facility in Las Vegas.  This milestone underscores the Company's three decade commitment of empowering the Latino community through trusted news and resources.

Social media agency Somention has added two new clients to its portfolio. After a competitive pitch process, the social media agency came out on top.

And finally, Nokia has announced that it has committed to reducing its total global greenhouse gas emissions (GHG) to net zero by 2040, accelerating its previous target by ten years, and putting it ahead of the Paris Agreement target of net zero by 2050.

Bob Koigi is an editor at Marketing Report One