Berlin School & Landor workshop at Cannes Lions

Prof. David Slocum & Scott Osman share the marketing benefits of Corporate Social Responsibility and "Citizenship Branding"

Date: Sunday 19 June, 12:30 - 14:30

The creation of social good to further business strategy is now in the forefront of corporate activity at the world’s best companies. Hands-on initiatives, surprising new partnerships, far-reaching programs – all point to a fast-changing horizon for globalised business. This became abundantly evident in recent interviews that have been conducted with 15 corporate citizenship directors, all from leading companies executing substantive social responsibility programmes.

This workshop is split into three parts:

1. The “Good” News: Presentation of findings from recent interviews and other research, highlighting key insights such as seeing social responsibility through a business lens; the authenticity imperative; SR’s new role in brand management and communication; the pleasures and perils of doing social good; the need for internal discipline.

2. Performance Rating: Participants work in small groups to evaluate the practices of a major global brand in light of up to three of the findings.

3. Reality Check: Participants apply one of the findings to their own company or to a client. To be followed by brief presentations and a concluding discussion.
The aim of this workshop is to make participants familiar with the latest thinking about the business benefits of social responsibility, inform them of some startlingly new initiatives by major corporations, and in the end, get them thinking about applying such practices to their own circumstances. The subject is stimulating, exciting – and slightly unsettling.

Related links: www.canneslions.com