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Gold is out, 5000-year old rescued wood is in – as luxury is being redefined

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Gold used to be the hallmark of luxury like a Trump apartment on steroids, but this is quickly giving away to an embrace of new materials and new designs. Think of that scene we’ve watched a million times in commercials from an ambassador’s reception with meticulously clad waiters carrying silver plates showcasing gold-wrapped Ferrero Roche …

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Purpose workshop April 24th in Paris

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WORKSHOPLearn how to fight purpose fatigue and create an authentic, people-first brand Most companies today are firmly on the social and environmental issues bandwagon like bees around a honey pot from oceans plastic to diversity. People are increasingly distrustful towards these efforts viewed as cheap marketing stunts meant to wow people into buying more. Thomas …

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Thomas Kolster as a part of JCDecaux’ new initiative

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Brand urbanism is a term defining a new role for brands in the public urban space. The presence of brands, advertising etc. in public spaces is nothing new – but what is new are the consumer-citizens’ strong expectations to brands.  Expectations to brands means that the companies have to take responsibility and ownership of their …

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Brands Need to Stop Putting Themselves First When Focusing on a Purpose

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If you asked a psychologist to evaluate most brand purposes, I imagine the diagnosis would be somewhere between megalomania or delusion. The latest attention-grabbing ad from Nike hits the nail on the head. “Believe in something, even if it means sacrificing everything.” The whole purpose space has moved from being a trust-building commercial exercise to …

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Thomas Kolster & Young Director Award: How brands and directors can help advertising be better

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Interview with Thomas Kolster made by Young Director Award: Kolster, as one of the early pioneers in the ‘do-good’ space, coining the term ‘goodvertising’ to describe the changing advertising landscape that’s become a movement in itself, will be talking about how brands, and by extension, the filmmakers and producers who create branded work, can be – …

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Mind the Pay Gap

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Does the term ‘Gender Pay Gap’ ring a bell? Differentiated prices on BVG, who run Berlin’s public transport, recently highlighted the gender pay gap through the introduction of the ‘Frauenticket’: a ticket that cost €5.50 rather than the standard €7 – approximately 21% less, which is the average amount women in Germany earn less than …

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Stronger together – Mastercard and Doconomy partner up

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Doconomy and Mastercard have announced their joint effort to combat climate change by enabling DO – a free mobile banking service that lets users track, understand and reduce their CO2 footprints through carbon offsetting. The launch of DO sets a new standard for purpose-driven payment services and is a great example of how partnerships can empower …

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