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FOCUS: CAUSE-RELATED MARKETING - Brands win by showing they care/Charity begins at home but for many companies supporting a cause in a high-profile way brings bonuses for a brand. Mary Cowlett reports
03 Apr 1998 | by MARY COWLETT
The caring, sharing 1990s are seeing more companies realise the commercial benefits of forging...The caring, sharing 1990s are seeing more companies realise the commercial benefits of forging partnerships between their corporate reputation and so-called good causes. Cause-related marketing (CRM) offers an alternative to direct sponsorship, it is a subtler, more cost-effective option ...
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Making the most of mobile
Welcome to the first incarnation of a new element in Campaign in which we invite experts to burrow beneath the surface of the catch-all that is "digital". Google, Isobar Mobile, JWT London, LBI and MBA share their insights on mobile.
