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What we think

WPP companies encounter CR issues in many aspects of their work. They use their expertise in these subjects to help clients respond to social change and capitalise on the new opportunities it creates.

Here people from two WPP companies share their professional insights and argue that truthfulness is at the root of all successful marketing. In the first essay, Philip Hodson, from WPP’s branding and identity company Enterprise IG, describes how successful green branding must be both true and compelling. Green or ethical marketing must have substance behind it - or it will be dismissed as 'greenwash'.

The second essay explores some of the challenges of social marketing. Nigel Dawson, from WPP’s advertising agency Grey, shows that successful social marketing treats issues as brands and never tries to achieve change in isolation.

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