Saving the world without losing face: the paradox of marketing Corporate Social Responsibility

21 May 2008

We all understand the business case for corporate social responsibility, but how do we translate the buzz around the topic into a useful and effective communications strategy? This is harder than we might think, particularly when communicating with today's savvy, or even cynical, consumers. Will they believe you when you say you're going to change the world?

Professor Mark Uncles will set the scene by looking at current research in this area, as well as the regulatory environment that marketing and communications professionals are working within. The ACCC's recently published guide to Green Marketing and the Trade Practices Act puts a spotlight on some of the key issues, but by no means addresses them all.

Head of Strategy at Saatchi & Saatchi Australia, Bram Williams will talk about the importance of existing public perception regarding a company's green or social credentials, and the platform this creates for future campaigns. He will explore what makes one strategy successful, while another is ineffective.

Join us for this 2008 Lifelong Learning event in which we will grapple with these important, and very up to the minute questions.


About the speakers

Bram Williams	Bram Williams is Head of Strategy at Saatchi & Saatchi Australia. He has worked in advertising for over fourteen years. Having completed a degree in Mass Communication, Bram began his career at the ABC working as a comedy writer and occasional presenter for national radio network Triple J. He switched to advertising in 1993 joining then Sydney hotshop of the year Neon Pigeon; working primarily on the Drug Offensive account for the Federal Government Department of Human Services and Health. His work contributed to the first recorded decline in teenage smoking. He built his Government experience over the years developing strategy for NSW Health, the EPA and National Census. Stints at agencies McCann-Erickson and Euro RSCG (as Planning Director) saw him develop communication strategy (and award-winning creative work) for many famous brands including Levi’s, Coca-Cola, Microsoft, Bacardi, Volvo and Nestle. Bram also has extensive retail service-brand experience (including several years on the BBC Hardware/Hardwarehouse business and the creation of award winning campaigns for Rebel Sport); financial services (Suncorp, GIO) and tourism (Tourism NT). Bram has done some of his best work on iconic Australian brands like LandCruiser (the vehicle that built the nation) and Holden (3 years of record sales). Although extensively traveled (including one 3 month jaunt as an ABC TV journalist following rock band Kiss across the States) Bram remains passionate about home, and things distinctly Australian. He recently helped re-launch the now cult-cool rugby league brand the Newtown Jets (and had the honour of being named Newtown’s 2006 Volunteer Clubman of the Year). Bram writes a regular column for AdNews and, prior to selling his soul to the advertising devil was once ranked number 2 in World Debating. This may explain why Bram still loves the sound of his own voice.
Prof. Mark Uncles	Mark Uncles is Professor of Marketing, Australian School of Business, University of New South Wales (UNSW). Research interests include: brand management, consumer loyalty, buyer behaviour, store patronage, and marketing science. Publications have appeared in leading international journals: Sloan Management Review; Marketing Science; Journal of Retailing; Journal of Advertising Research; International Journal of Research in Marketing; Journal of Business Research; Marketing Letters; Journal of Service Research, Journal of Marketing Management; European Journal of Marketing; amongst others. Mark has worked on projects with professional bodies in Australian and the UK, including: IAB Interactive Advertising Award (Chair of Judging Panel), the Australian Direct Marketing Association (ADMA), the Institute of Direct Marketing (IDM – UK), The Advertising Federation of Australia (AFA), and the Institute of Practitioners in Advertising (IPA – UK). As a consultant he has worked with several multinationals, including Heinz, Unilever, Kraft, P&G and Shell. He is also a long-serving member of the European Marketing Academy (EMAC), the Academy of Marketing (AM), the INFORMS Society on Marketing Science (ISMS), the American Marketing Association (AMA), and the Australian & New Zealand Marketing Academy (ANZMAC).

Event Details:

Date:	21 May 2008
Registration:	Registration from 5:30pm for a 6pm session start
Session Time:	6pm to 7pm approx. (followed by networking drinks)
Venue:	Hudson, Level 19, 45 Clarence Street, Sydney
How to Book:	Using the form below (Pop-ups must be enabled to secure online payments system)
Fee:	$75 (inc GST) for AGSM and FCE alumni, students and AMI members $95 (inc GST) for non-alumni Please note: Places are strictly limited.
Enquiries:	Kathy Song, Alumni and Community Partnerships, Australian School of Business on Tel: +61 2 9385 4022. Email: k.songsermmongkol@unsw.edu.au

This event is kindly supported by:

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