Newsroom
For The Public Good: Daniel Morel Speaks Out On Advertising and Social Causes
by Wunderman
CANNES, FRANCE, June 20, 2011—Joined by an all-star panel in the Palais des Festivals in Cannes, Wunderman chairman and CEO, Daniel Morel spoke out on how advertising can successfully address social Issues and unveiled the World Economic Forum’s plans to tackle the problem.
Taking the main stage alongside Daniel were Hervé de Clerck, founder, AdForum; dream leader, ACT (Advertising Community Together) Responsible, Peggy Conlon, president and chief executive officer, The Advertising Council, Mark Tutssel, chief creative officer, Leo Burnett Worldwide and Salman Amin, executive vice-president, sales and marketing, PepsiCo.
The panel discussed how each may take a unique approach to social issues, but all leads to a common end. Tutssels’ approach is to unify around a simple idea and identify potential ways for it to impact human behavior. Citing Earth Hour Tutssel illustrated how the simple and apparent idea of turning off lights spread across the globe and led to a 2000% increase in Earth Hour participation since 2008.
Wunderman’s take on advertising on behalf of social concerns stems from an understanding of issues at a local level. “We speak so much about how our businesses are also about the local sensibilities, so why not work on something that impacts a community?” Daniel showcased Futurecom’s digital campaign in support of Reporters without Borders, a European group that defends the notion of a free, uncensored press.
Accountability was the mantra for Pepsico’s Amin, whose company supports an overall strategic vision centered on, “performance with a purpose”. Amin presented The Pepsi Refresh project which allowed a direct line to consumers to find out what matters most to them. Pepsi saw a residual benefit to the brand’s stature as well as helping society.
Daniel, who servesas a member of the World Economic Forum’s Media, Entertainment & Information Industry Agenda Council, which assesses issues and prioritizes topic for future debate announced that group’s intentions to aggregate resources. Via a digital platform that will be unveiled later this year, The World Economic Forum will bring together those non profits that are in need of marketing assistance with those who may provide it.
Finally, when asked by Peggy Conlon on how one measures success, Daniel pointed to questions that he has heard from prospective candidates: “They all want to know, ‘What do you do beyond the work for clients?’ These are questions that I am hearing for the first time. And I am able to tell them what we do. That’s how I measure success.”
