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Spotlight: Co-Led Creativity - How To Build Sustainable Brand Growth Without Greenwashing
Most accidental greenwashing happens because sustainability leaders are brought into the marketing process too late.
When marketing and sustainability jointly own sustainable marketing communications, brands can avoid costly missteps, sharpen their creative quality, and deliver commercial results.
Join this WFA webinar with guest speakers Preeti Srivastav (Asahi Group Holdings) and Jonathan Hall (Kantar) to hear how they partnered to implement this co-led approach to sustainable marketing creative at Asahi.
Preeti will share data and insight from a real world example of Żubr, a mainstream beer brand that grew brand and commercial value while driving long-term forest and wildlife protection.
Jonathan will share insight frameworks and validated measurement approaches that were central to the success of this partnership. He will also share a five-part growth model that helped to create the shared CMO-CSO agenda.
You'll leave knowing how to:
- Identify sustainability issues your brand can authentically lead on, helping to mitigate the material risks of greenwashing
- Build the case for joint sustainability-marketing ownership as a driver of stronger creative and business outcomes
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Measure how sustainability initiatives translate into brand equity and commercial growth
Event details
Time: 9am (New York) | 2pm (London) | other time zones
This session includes a 10 min Q&A.
This webinar is open to:
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- WFA members
- Brand members of WFA National Associations
- Kantar brand-side clients
