Cannes UnCanned: What Does It Mean For A Brand To Take Accountability?

Cannes UnCanned: What Does It Mean For A Brand To Take Accountability?
SHARE
THIS



Between COVID-19 and the #BlackLivesMatter movement, 2020 has been a year full of issues that have the entire world talking.

And now more than ever, we’re seeing brands getting involved in these conversations.

While it is relatively easy for a brand to share marketing material in support of a particular cause, it is far harder for a brand to take accountability.

“There’s a significant difference between speaking out – which is something brands can do – and then actually accepting some accountability for what you create and deliver into the world,” said Google Creative Lab creative director Tea Uglow during a Cannes UnCanned session last week.

“It’s easy to virtue signal over various different topics and we do see that a lot. It’s quite nice when that becomes an action – when it becomes something that you don’t see. When it becomes something that is part of the company’s culture and part of who they are.

“Rather than speaking out as a gesture of support, brands are taking positions that are probably not going to get picked up on by the consumers. We may not appreciate a lot of the work that’s going on.”

Just because brands can now take a moral standpoint on certain issues doesn’t mean they should, Uglow argued.

“What we’re seeing increasingly is the growth of companies actually having a moral position on things. I’m not sure they should take moral positions quite frankly, because it’s great while they’re on your side, but suddenly when they’re not on your side because their version of progressive is not the same as your version of progressive [it isn’t great].

Uglow also suggested it might be time to rethink the idea of company values.

“To be perfectly honest a company can’t have values, that’s not possible. The employees can have a culture,” Uglow said.

The month of June has seen the #BlackLivesMatter movement coincide with another event for brands in Pride Month.

Uglow pointed to the various marketing initiatives – from Skittles removing the rainbow flag from its packaging to brands updating their logos to include the Pride Flag – that have been released for Pride Month in previous years.

“I don’t know where the profits from [these brands] are going. We don’t have advertising regulation about what is appropriate behaviour of brands,” Uglow said.

“We don’t have standards set for what they’re doing, which is taking a community, exploiting goodwill towards that community and almost invariably ignoring the extensive hostility, violence and difficulty that community faces in non-photogenic settings.

personal branding

While much of the conversation centred on how brands can shape their messaging, Uglow also weighed in on the notion of personal branding, particularly in light of the #BlackLivesMatter movement and the social media use of that specific hashtag.

“Nine times out of ten, what we are doing when we’re offering support publicly – even as humans – is doing a little piece of personal branding. Making our values clear – it doesn’t matter how big the audience is.

“All of this stuff is advertising. We’re advertising, they’re advertising, everyone is advertising.”

To hear the entire conversation with B&T and Tea Uglow click here.

 

 

Please login with linkedin to comment

cannes uncanned Google tea uglow

Latest News

A Retail Marketer’s Unlikely Secret Weapon: Diversified Delivery Options This Peak Sales Season
  • Opinion

A Retail Marketer’s Unlikely Secret Weapon: Diversified Delivery Options This Peak Sales Season

In this piece, Doddle APAC CEO Justin Dery explains why retail marketers should look beyond traditional delivery options this Christmas. 2020 has been a year like no other, and marketers across the world, regardless of industry, have been forced to rethink brand interaction, upweighting digital and tracking rapidly evolving consumer behaviour. This year’s sales season […]

Opinion

by B&T Magazine

B&T Magazine
Sydney WorldPride Appoints Adam Zammit As Director, Partnership & Revenue
  • Marketing

Sydney WorldPride Appoints Adam Zammit As Director, Partnership & Revenue

Following an extensive search, Sydney WorldPride today announced the appointment of Adam Zammit to the newly created role of Director, Partnership & Revenue. WorldPride – an international festival celebrating LGBTIQ+ culture and joy – will be held for the first time in the Southern Hemisphere, when the festival comes to Sydney in 2023. Zammit’s key […]

Nickelodeon, Michael Phelps Team-Up For PAW Patrol Water Safety Campaign
  • Campaigns

Nickelodeon, Michael Phelps Team-Up For PAW Patrol Water Safety Campaign

PAW Patrol’s heroic pups are on a roll this summer and ready to spread the word about the importance of water safety, through the PAW Patrol Safety First! prosocial initiative. The water safety program, created in partnership with world champion swimmer and water safety advocate Michael Phelps, launches today with a public service announcement. Starring […]

The Core Agency Brands Just Better Care As ‘Just Better…’
  • Media

The Core Agency Brands Just Better Care As ‘Just Better…’

Independent creative agency, The Core Agency, has created a new campaign for national in-home aged care and disability support provider, Just Better Care. Just Better Care is one of Australia’s largest accredited providers, delivering in-home social and lifestyle support services that enable people to live independently.Its network of over 40 franchise territories provides affordable and […]

P.E Nation & Andpeople Rewrite Fashion Rules With Custom-Built Augmented Reality Changing Room
  • Campaigns

P.E Nation & Andpeople Rewrite Fashion Rules With Custom-Built Augmented Reality Changing Room

Creative agency Andpeople has teamed up with active-streetwear label P.E Nation to create a custom-built augmented reality (AR) dressing room ahead of the label’s latest launch. The digital dressing room was unveiled to coincide with the launch of P.E Nation’s ‘Sustainable in Snow’ collection. In partnership with Andpeople and the globally recognised team behind the […]

Snap Launches New Product Suite For App Advertisers
  • Advertising
  • Technology

Snap Launches New Product Suite For App Advertisers

From Airbnb to Calm and all the apps in between, the rise of app-based companies calls for specific app advertising solutions, according to Snap Inc. Following the launch of Snap Connect—a tool to help marketers learn about direct response (DR) advertising strategies on Snapchat—Snap has launched an advertising product suite built specifically for app marketers. […]

Matthew McConaughey Chats With Local Legends In Latest Wild Turkey ‘With Thanks’ Initiative
  • Campaigns

Matthew McConaughey Chats With Local Legends In Latest Wild Turkey ‘With Thanks’ Initiative

Actor Matthew McConaughey is shining a light on Australian Local Legends, as part of Wild Turkey’s latest ‘Wild Turkey With Thanks’ initiative. In the latest phase of the ‘With Thanks’ platform, McConaughey, who is the creative director of Wild Turkey, chats with Aussies who have stood with conviction, supporting their environment and communities throughout the […]

by B&T Magazine

B&T Magazine
RACQ Highlights ‘Membership Model’ In Cultish New Campaign
  • Campaigns

RACQ Highlights ‘Membership Model’ In Cultish New Campaign

Queensland’s largest club, mutual insurer, bank and roadside assistance provider, RACQ, launched its new campaign on Sunday, shining a light on its membership model. It’s all smiles and verything is a little brighter when you’re an RACQ member, according to the company’s new campaign, ‘Membership makes all the difference’. It also revealed some of the […]