M&C Saatchi Group share key takeaways on authentic purpose-driven marketing

SS+K M&C Saatchi's chief creative officer Stevie Archer emphasized: “The first way that brands go wrong in impact campaigns is when they're taking on an issue or an effort or something that doesn't feel like their brand DNA ladders back to what that issue is.”​

Brands often falter when they engage in issues that don't resonate with their values. This leads to phenomena like "pride washing" or "greenwashing," where the efforts appear superficial and disconnected from the brand’s true essence.

Archer noted: “That's where people can sniff out inauthentic efforts, all of the washings are evidence of brands who haven't done the legwork to make sure that their company is truly living into those values.”​

Brands that are committed long-term

Archer cites Liquid Death as a brand that stands out for her. “They get a lot of attention for their really irreverent marketing campaigns but really, what they're also taking on as an issue is, again, the environmental impact created through plastic bottles.”

M&C Saatchi Group South Africa's chief creative officer Neo Mashigo highlights the work that Patagonia does as an exemplary brand maintaining a long-term commitment to its cause. "From the onset, they've been about being here to save the planet, they have beautifully designed clothes that also are rooted in making sure that they don't take away from the planet and continuously give back."

As a brand, its transparency and honesty about its sustainability journey engage consumers deeply. Mashigo continues: "They reveal everything about their brand, where they are currently, where they want to be, in terms of being more sustainable."

Avoiding trends and staying true to the brand story

Purpose-driven campaigns should not be mere publicity stunts, says M&C Saatchi Group AUNZ's chief creative officer Steve Coll, adding that authenticity and genuine connection with the audience is paramount for success. "If you're just doing it for accolades, it's just not going to work."

Dove is a brand that comes up time and time again within this conversation. It has championed 'Real Beauty' for two decades and is synonymous with its pledge to refute Photoshop and AI-altered images in its campaigns.

Future of purpose-driven marketing

The future will involve more collaboration between brands and consumers, with consumers playing a significant role in product development and solutions. It's going to be less the brand doing its own thing rather than the brand working with the consumer to fight the same fight.

“It's an interesting space, things are changing so fast right now, it is hard to predict what's coming,” concludes Coll.

“But if we look at the fact that algorithms are starting to know us better and better, and they're serving content based on what they know. So, if you're connecting with people around something that they care about, it's more likely that your messages are going to be served to them, and therefore there's a higher chance of you connecting with that audience.”

Catch up on the full video "M&C Saatchi Group's top creatives on authentic storytellying", here on The Drum TV.