Nightmare on Madison Avenue

Stephen Colbert’s stinging satire of Super Bowl “feel good” commercials (see here) last week might have caused more than a few marketing executives to have fitful, pre-game nightmares like this one: In a bid to put your brand on the map in a major way, you push your ad agency to come up with a powerful commercial worthy of spending $5 million for 30-seconds of airtime on the Super Bowl. The agency comes back with the idea that your company should express the values behind your brand and, like the…

Earning Those Eyeballs – and Leading the Conversation

  For brands, gaining and maintaining mindshare in today’s increasingly crowded media landscape can be challenging. Earning eyeballs and effectively leading conversations, in both traditional and social media, means thinking outside of the box and tapping into what consumers really care about. And that can be difficult: Some 56 percent of consumers think brands spend too much time looking for ways to force them to pay attention and not enough time thinking of ways to make them want to pay attention. So what makes consumers want to pay attention? What…

Corporate Purpose in an Age of Political Tribalism

At the 2018 Sustainable Brands New Metrics conference, RF|Binder Founder & CEO Amy Binder spoke about corporate purpose in an age of political tribalism, including the long-running link between profits and cause, the power of policy, both public and private, and how ESG and ratings agencies are catching up on what investors already know – that doing good is critical to doing good business. The complete speech can be found below.  Good afternoon. It is a pleasure to be here and I look forward to our discussion following my talk….

Former Business Journalist & CNBC Producer Karina Frayter To Lead RF|Binder’s Media Team

NEW YORK, June 20, 2018 – RF|Binder, a leading communications consultancy, announced today that Karina Frayter, long-time journalist and producer, has joined RF|Binder as a Managing Director, bringing her media intelligence and expertise to RF|Binder’s strong team of media-savvy professionals. Frayter will work across agency accounts to drive media relations excellence and establish new best practices based on the ever-changing media landscape. Frayter will bolster the agency’s proven success at building strong media relationships and creating timely stories. She will work directly with existing clients to secure new coverage, establish…

When Taking a Risky Stand, Let Your Purpose Guide You

This blog post contains a summary of content from our white paper, “Navigating Risk in the Era of Purpose-Driven Corporations”. Read the full white paper here. The aftermath of the Parkland shooting underscored the ever-riskier environment that corporate leaders find themselves in: A politically volatile climate increasingly divided across partisan lines; a consumer base that expects brands to take stands on important social issues, but that could also bash them on social media for taking one, and a news media that capitalizes on controversy. This charged environment leaves ample room…

The Future is Female

The future is female. It’s a phrase we hear often these days, as more women take positions of power, and more movements are launched to break barriers and ignite progress for females around the globe. As a female business leader, I find it important to use International Women’s Day as a time to reflect on where we’ve been and where we’re going, and to evaluate how we can best continue to press for progress. 2017 was a strong statement year for women. 5 million people stood up across the globe…

Inspiration from Cannes Lions 2017

As I returned from my fourth trip to Cannes Lions, I was left excited, inspired and, quite honestly, exhausted from the hyper-concentrated deluge of stimuli that is The International Festival of Creativity. Although my experience was very positive, I’ve been hearing a fair amount of criticism about what Cannes has become—that it had morphed into something far too big and unfocused. Of particular note, ad-giant Publicis Groupe announced that it would pull out of the festival next year and WPP shared that their trepidations as well. The litany of gripes…

How To Create Authentic Celebrity Endorsements on Social Media

Selena Gomez shared a Coke for six million likes, the Kardashians enjoyed Popeyes Chicken on a private jet, and Joelle Fletcher and Becca Tilley, The Bachelor/Bachelorette alums, want you to check out the latest sunglasses from an “affordable” and charitable eyewear company so you can look “cool”, just like them. Influencer marketing and the use of celebrity likenesses by brands has become widely adopted by marketers for years, with the objectives ranging from driving awareness to conversions.  However, while endorsements have been proven to  drive increased clicks and sales (according…

Purpose: From the Inside Out

2017 will be the year when employees realize their power in purpose-driven business success  For companies to win in the new reputation economy, they need people to believe in what they stand for and engage them in their societal impact efforts. That is never truer than it is with today’s Millennials who will be roughly 50% of the global workforce by 2020. Millennials are not only our current and future employees (and bosses) but they are our current and future customers. Understanding their personal views and ideals will be the…