By Thomas Kolster for The Drum, May 24, 2017 Dear agency peers – if you had to write a memo to your colleagues in the ad industry guiding them towards creative excellence, how would it read? You probably read one attempt at such a message last week from TBWACHIATDAY’s NYC creative top dog Rob Schwartz, …
The world is facing the largest humanitarian crisis in history of the UN in Somalia: Some 100,000 face famine and the UN has warned that 5.5m people, or 40 per cent of the population, are at risk (Source: Financial Times, 15/03/2017). And while the world is watching in dismay, one person’s action has kicked off …
This time we had a chat with Christian Møller-Holst & Christian Honoré, the founders of Goodwings – probably the best travel portal you will ever come across. Goodwings is transforming the travel industry, by creating a more sustainable business model, that turns negative impact into positive impact and makes a real difference in the world. …
Collection of the 10 best (an only) Super Bowl #Goodvertising Campaigns of 2017: Kia Niro “Hero’s Journey” by David&Goliath It’s a 10 Haircare “Super Bowl Commercial” by Havas Edge Airbnb “We Accept” by TBWAChiatDay Audi USA “Daughter” by Venables Bell & Partners Expedia “Train” by 180la Honda “Yearbooks” by RPA Advertising Coca-Cola “Together is Beautiful” by Wieden+Kennedy Budweiser “Born the Hard Way” by Anomaly Hyundai “A Better Super Bowl” by INNOCEAN Worldwide 84 …
By Thomas Kolster for The Drum, February 3, 2017 “We try harder”, “We sell, or else”, “Gives you wings”. Sorry, I can’t help but paraphrase advertising slogans, because the fact is, working in advertising is a killer. 2016 was in many ways a grueling year for humanity (and our ability to empathise), but one of …
Yet another year has passed in the world of Goodvertising. And the movement is truly beginning to pick up. From early 2010 there’s been a surge in the amount of goodvertising work and especially the quality has improved. There is still too far between good environmental campaigns and social issues dominate again this year. The …
Two weeks ago I had the pleasure of judging the 4th African Cristal Awards in Marrakesh together with my panel of fellow judges from South Africa to Egypt. The Awards also saw a novel collaboration between Cristal and Goodvertising as it was decided to award the very first “Goodvertising Grand Cristal” – acknowledging outstanding creativity …
African Cristal gives out Goodvertising Grand Prix Read More »
I was invited to do a keynote at the 30th annual Golden Globe of advertising, Epica Awards, which was held last week in Amsterdam. It was clear that goodvertising is now truly on its way forward. I was truly very excited to see lots of creative goodvertising campaigns being celebrated, a great tendency I have …
Can sustainability be a clear and distinct positioning platform? Can sustainability act as a strategic differentiator in a crowded and fragmented category? There is some strong evidence emerging that it can be both, i.e. a positioning platform that can provide competitive advantage in hyper-competitive categories. Brands under Unilever’s “Sustainable Living Plan” strategy accounted for more …
Yes, you guessed it right: Goodvertising is a word play on ‘advertising’ and ‘good’. For an ad industry most commonly known as Madmen, quack doctors and suits selling cigarettes, liquor and gas-guzzling cars without any moral reservations, putting ‘good’ in there might seem like a paradox or at worst hypocrisy. In many ways it is, …
