Ad Industry Tackles Society @ The ARF Salon Series




The Advertising Research Foundation (ARF) recently debuted their new event series for members (and BIC Students). These intimate, fire side chat style conversations, entitled The Salon Series, bring together advertising thought leaders and strategic thinkers to discuss topics that matter to our industry and society. This string of 6 events are hosted at the ARF headquarters and run throughout the spring season! After each of the discussions guest are encouraged to connect, network, extend the panel discussion food and wine (Yes to food. Yes to wine.)


As an Integrated Marketing Manager at a lifestyle publication, three of the six panels peaked my interest: Corporate Social Responsibility, What’s It Worth?, TV Killed the Radio Star, But Will Anything Kill Upfronts?, and Emerging Tech: How Will 5G Supercharge AI?

#1 Corporate Social Responsibility, What’s It Worth? - March 7th

With all that’s happening in politics and society in 2019, the question (or questions) of the hour lives within the title of this panel discussion. Those questions being, should brands care? Who cares if they care? and Does care equal coins for stakeholders?

The panel consisted of ARF President and CEO Scott McDonald, Head of Sustainability for North America at Unilever Viviana Alvarez, and Susan Burton, SVP Enterprise Marketing and Social Governance Programs at Bank of America.


After the panelists shared best practices and case studies that showcased the value of CSR and why it’s important to have brands with purpose, there were two main takeaways from the discussion.

1.     This in this over-connected society, consumers can “VERIFY YOUR VALUES”, Susan mentioned, “there has to be a company investment in your purpose or philanthropy throughout your value chain”.  From leadership to employees, to contractors, and manufactures, there the brand purpose must be easily identifiable, engraining your brand purpose into your culture makes your efforts authentic.

2.     CSR works hand in hand with brand marketing because, “If you are doing good and nobody knows in this generation, then you might as well not be doing good” -- Viviana Alvarez, Unilever. It is up to brand marketers to communicate the relevance and importance of their organizations purpose to the world.

This panel widened my perceptive on CSR from just doing acts of kindness for the community and customers, to an important part of the brands business!



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