Advertising Week: McCann, IPG & UN Talk Creativity & Public Health
Advertising Week is going strong in NYC. This morning, McCann Worldgroup/IPG kicked off the day with a panel presented in partnership with the UN. The topic was “Deploying the Power of Creativity to Address the World’s Most Pressing Problems,” specifically around water sanitation.
Advertising Week CEO Matt Scheckner introduced the speakers and set the tone by stating the importance of "leaving the world a better place than we found it."
The panelists included IPG Chairman & CEO Michael Roth, UN Chief Communications & Marketing Officer Aaron Sherinian, McCann Health Global CEO John Cahill and Weber Shandwick Chairman Jack Leslie. Roth challenged the panelists to make the business case for why brands should want to get involved in purpose-driven messaging and adopt goals around social change. Cahill responded by saying that when brands have a social component built into their DNA, their business performs better overall and they motivate people to get involved. Sherinian pointed out that Millennials want to work with purpose-driven brands, making it a business imperative from a talent retention standpoint. Leslie said marketers have a responsibility to enact social change. “It’s not that we’re just helping brands play a role in social change,” he said, “but we as an industry play an important role in public health.”
As the main representative from the “purpose community,” Sherinian talked about the importance of having a cohesive plan, working with government reps and NGOs and the need for creativity to make messaging more meaningful to consumers. He called on brands and marketers to make measurable change and to “put your moxie where your mouth is.”
Roth closed out the discussion by stating that, “if you get the right people with the right motivation in a room, you can make a significant difference.”