Page 6 - Internationalist Magazine 2013 66

Yes, Marketing Does Make a

World of Difference..

I’ve recently felt a surge of industry pride at

a number of events, awards, think tanks and

dinners this autumn. I do believe that the

business of advertising and marketing is

growing wiser and more sophisticated.

To say that marketing has changed is an

understatement. In the 20 years that I’ve

been involved with this business, I’ve seen marketing evolve-- dramatically. Not

only is it more critical to any organization, but it can literally do good, transform brand

and consumer relationships through honesty and passion.. And even make a real

impact on the world.

There’s no question that today’s transparent social media environment has radically

shifted the rules of “doing good business.” Responsibility and Transparency are now

critical to how any brand or business plays its proper role in society.

I’m particularly proud of a new Think Tank series that The Internationalist has created in

partnership with the ANA called Marketing Makes a World of Difference. This fast-paced

breakfast series explores how brands are integrating doing good work that resonates with

consumers as part of their business objectives and marketing plans.

More companies are embracing big, sustainable ideas that demonstrate true marketing

innovation in an effort to deeply connect with their customers’ passions and values.

These ideas go beyond charitable giving, CSR programs, “green” initiatives or even cause-

related ventures. They are simply CENTRAL to marketing ideals. When done right,

business growth is often a result, as is making a world of difference.

This new way of working truly represents a global revolution in marketing objectives and

possibilities. Who wouldn’t be proud of that?

Deb Malone
Founder

4 the internationalist