How an advertising agency used a mass employee activation idea to reassert itself as a company who gives back and makes a difference to the world we live in, in the minds of its employees.

Marketers make change happen. Good marketing can change governments, heal the sick and bring a new technology to the masses. Marketers spend money (sometimes lots of it), take our time and transform our culture.

Whilst CSR has become a fundamental pillar for many big brands, too often ‘good works’ exist on the periphery of main marketing activities, divorced from business as usual.

It is a valid question. Why should you read this? You’re undoubtedly busy and there’s that new guide to programmatic buying eyeing you seductively from your desk.

Refuge is one of the UK’s largest domestic violence charities.

At a time when Baileys sales were stalling and brand metrics falling we looked to reignite the brand and attract a new audience by going beyond the category for inspiration to something deeply loved by our target group: chocolate.