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Send  Share  RSS  Twitter  13 May 2010

MARKETING: Responsible Marketing Practice Guru to Revisit South Africa


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Internationally-acclaimed responsible marketing practice guru, Leslie Pascaud, will return to the speaker’s podium in South Africa in October this year to further inspire the country’s brand owners and marketers to ‘buy into’ sustainable branding.

Paris-based Pascaud, a director of Added Value Europe, wowed delegates last year at Brands and Branding for Good, South Africa’s first ever conference to include a major focus on brand relationships with increasingly socially and environmentally ‘aware’ consumers.

This year, she returns to continue spreading her branding philosophy; that is, that consumers are tired of the behaviour of big business – and big brands – and this creates an opportunity for brands to position themselves on an ethical platform, and contribute to better and more sustainable businesses.

Affinity Publishing’s Ken Preston was prompted to organise Brands and Branding for Good last year after studying overseas and local research indicating a growing consumer preference for ‘good’ brands.

The conference took place in Midrand and attracted close to 200 delegates, featured numerous sessions on topical branding issues and several key note addresses highlighting the importance of social and environmental sustainability as a business imperative for the coming decade and beyond.

It was heralded as ‘definitive’, ‘brilliant’ and ‘inspiring’ by delegates. At the end of the final day’s proceedings, Engen’s Adnaan Emeral said: “For me, Brands and Branding for Good made it clear that we are entering the Age of Sustainability. Opportunities exist for brands, businesses, societies and individuals to embrace this era and rise to the challenge. If sustainability does not become a priority business issue, then there is a risk that all business issues could become sustainability ones.”

The Human Brand’s Sandi Krige added that the conference had defined marketing into the next decade. “It will take a year for the industry to catch up with this thinking and, by 2010, the Branding for Good Decade will have begun. Congratulations Affinity on encapsulating and packaging the concept so neatly. You have given us a jump start by leading the way.”

Life in Balance’s Melissa Baird is looking forward to a similar experience at the 2010 conference, details of which still have to be confirmed: “Thanks so much for the incredible 2009 conference. I am still digesting all the information and need to tap into the exceptional networking opportunities offered as a result of being there. I am already looking forward to being at the conference in 2010.”

The 2010 conference takes on October 5 and 6, once again at Gallagher Estate in Midrand. Said organiser Ken Preston: “We are extremely proud to hold another Brands and Branding for Good conference and give brand owners and their agencies the opportunity to understand and appreciate the prevailing consumer shift, and align their brands with sustainable values.

“We are equally proud that Leslie Pascaud has so readily agreed to return as one of our keynote speakers. There is no one more qualified to assist marketers achieve this alignment than Leslie given Added Value’s global focus on sustainable and ethical marketing.

“Currently Director of Added Value's Responsible Marketing Practice, which she launched in 2006 in recognition of a market need to reveal the unmet commercial potential for more responsible brands and businesses, Lesley has helped clients like Shell, Yara, Monoprix, Nestle, Dove, Lipton and Danone use sustainable development as a springboard for innovation and brand building.

“She began her career in advertising, where she spent 10 years at DMB and B (now Publicis) New York and then Paris. She received her Masters in Public and Private Management from the Yale School of Management, after completing a dual undergraduate degree at the University of Pennsylvania’s Annenberg School of Communications and the Wharton School of Finance. An American native, she has lived and worked for the past 19 years in Paris.

“Leslie is a frequent speaker at conferences in Europe, having presented points of view on sustainability schizophrenia, sustainable innovation, ethical fashion and sustainable marketing strategy. We look forward to welcoming her back behind the podium in South Africa,” he said.


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