TalentZoo.com |  Flack Me |  Digital Pivot |  Beneath the Brand Archives  |  Categories
"Brand Purpose" is ANA's Marketing Word of 2018
By: MediaPost
Bookmark and Share Subscribe to the Beneath the Brand RSS Feed Share

In a year consumed by jargon like “blockchain,” “direct-to-consumer” and “GDPR,” the members of the Association of National Advertisers found their purpose when it came to selecting the word -- or rather, words -- of the year, selecting “brand purpose” as 2018’s.

“Purpose-driven marketing is exemplified by Procter & Gamble’s ‘Love Over Bias,” the ANA said in a statement unveiling this year’s winning term, noting: “The commercial depicts the impact of bias on peoples’ lives through the lens of a wide range of mothers who are shown encouraging and supporting their child athletes in a world that isn’t always accepting of them.”

That spot just so happened to win the "Best in Show" in the ANA’s Multicultural Excellence Awards competition.


READ MORE 

 


   

Bookmark and Share Subscribe to the Beneath the Brand RSS Feed Share
About the Author
Beyond Madison Avenue on

Advertise on Beyond Madison Avenue
Return to Top