Simon Mainwaring

We First provides consulting and training to help companies tell the story of their good work in ways that build their business

Cause marketing

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No brand is exempt from the rising tide of scrutiny from consumer and media activists. Armed with information from the web and connectivity through social media and smartphones, consumers have become increasingly knowledgeable and vocal about what brands are selling and how they are making it. This has meant brands must become more authentic, transparent […]

No brand is exempt from the rising tide of scrutiny from consumer and media activists. Armed with information from the web and connectivity through social media and smartphones, consumers have become increasingly knowledgeable and vocal about what brands are selling and how they are making it. This has meant brands must become more authentic, transparent …

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The web, social media, and smart phones have created a media landscape that is more fractured than ever. At the same time, they have facilitated a dialogue between companies and consumers that has led to new demands for authenticity, transparency, and accountability. As a result, smarter marketers and big brands are making three key strategic …

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Originally published in CMO.com As the drivers of brand reputation expand beyond marketing to include supply chain, employee wellness and engagement, and the impact on both local communities and the planet at large, companies are on the hook to reframe their brand stories in terms of global stewardship for positive social change. With 55 percent …

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No book could be more important or timely than Who Cares Wins by David Jones of Havas.  There is a growing awareness that the business revolution brought about by social media is bringing with it an equally transformation in the way brands deal with their customers. And while the currency that marketers trade is still …

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Despite the wonderful work and contributions made by corporate foundations through their cause marketing campaigns, there is a fundamental obstacle that cause marketers must overcome if they hope to truly have the impact our world at scale and build the bottom-lines. This obstacle is the integration of purpose into their for-profit business model. Much like sustainability, for …

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More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean ‘wrong’ in two senses.  Firstly, they are marketing ineffectively, and secondly, as a consequence their positive social impact is not maximized. Let me explain. There is …

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