Using sustainability to help sell your brand

Why is it that many brand managers still become surprisingly diffident when it comes to sustainability communications? Aren’t these the same brand managers who boast about their quarterly net outside sales, their new “groundbreaking” product innovations and proprietary consumer marketing knowledge? 2014 has shown us two things. Sustainable (in its widest not just environmental sense) brands have the power t

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Tracing Purpose Back

Guest Blog by Bob Lee, son of Manning, Selvage & Lee Founder, Morris M. Lee. Note: As a global firm born of multiple agencies that joined forces in 2009, MSLGROUP has a culturally diverse heritage: Parisian traditions on the one hand, American culture on the other and a dynamic and rapidly growing Asian voice. There are many points of origin for our global firm today. The stories of each are special. ++

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The Big Shift Business Can’t Afford to Miss

Shortly after Denise Morrison became CEO of Campbell Soup three years ago, she had lunch with former IBM CEO Sam Palmisano to get his advice. Morrison, 60, is one of only 25 female CEOs in the Fortune 500. Her goal was to do what Palmisano had done for IBM – turn the 145-year-old food company into a “great company,” Morrison told a crowd of more than 2,500 sustainability and marketing leaders in San Diego f

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Even A Cookie Can Have A Point of View

By Scott Beaudoin, Global Practice Director, Corporate & Brand Citizenship, MSLGROUP There wasn’t a more relevant quote at MSLGROUP’s Brand Purpose, Millennials and the Epic Creative that Engages Them panel discussion at the Cannes International Festival of Creativity Tuesday morning than this one by B. Bonin Bough, VP of Global Media and Consumer Engagement at Mondēlez. Bough was referring to the wildl

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Game Changing Business Leaders Discuss Future of Citizenship #SB14sd

By Scott Beaudoin, Global Practice Director, Corporate & Brand Citizenship, MSLGROUP As a business citizenship strategy and communications consultant for nearly two decades, I couldn’t help but notice how far business has come in understanding the value of putting people, planet and purpose at the center of business strategies on the first days of Sustainable Brands. Sustainable Brands is an internation

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Why and How Businesses Need To Partner With Millennials, To Better Manage Resilience, Relevance & Resonance in Troubled Times

 By Pascal Beucler, SVP & Chief Strategy Officer, MSLGROUP On June 3, MSLGROUP revealed some key findings of the survey conducted in 16 countries, interviewing 8000 millennials to explore and understand what active citizenship means to them at the Sustainable Brands 2014 Summit in San Diego. Both global findings and country per country insights are very interesting. We wanted to explore what active citi

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Don’t Make ‘Tactics’ the Enemy of Your Corporate Citizenship Strategy

By Anne Erhard, ‎SVP, Cause Marketing and Corporate Social Responsibility, MSLGROUP After attending Cause Marketing Forum 2014, I left with renewed excitement for businesses today committing to social good. If I’m being transparent myself, despite being a self-proclaimed “cause marketing freak,” I entered the event fearing we were collectively losing our way in this space. However, I left the events hopeful

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Your Corporate and Brand Reputation Is Now In The Hands of Millennials

MSLGROUP has launched a global primer on ‘The Future of Reputation’ that offers tremendous insights for corporate communications professionals. 'The Future of Reputation' is a collection of 14 articles, authored by the network's reputation management experts in France, Brazil, the US, UK, Germany, India, the Netherlands, China and Poland, including Scott Beaudoin, Global Director of our Corporate & Bran

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MSLGROUP’s Corporate & Brand Citizenship Practice Wins Two PRWeek Awards

We were thrilled and proud to be recognized at the annual PRWeek Awards in New York on March 20, 2014, where MSLGROUP won PR Product/Service of the Year for our PurPle (Purpose + People) methodology, and Nonprofit Campaign of the Year for our work with the March of Dimes’ imbornto campaign. Our signature PurPle approach seeks to put purpose and people at the center of next generation communications. Using t

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Part II: Cause+Video: Integrating Cause Marketing into Brand Ad Campaigns

In follow-up to the Cause + Video Part I post, I have to give a shout out to the next two halo award finalists in the video category – Mastercard Dig In, Do Good and Walgreen’s Get a Shot, Give a Shot. While the first two videos in Part I were particularly emotionally compelling and leveraged video for strong storytelling, I put Mastercard and Walgreens together for a much different reason. These brands bot

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