The power to influence society

Marketing campaigns, however dazzling they seem at the time, can often have a short shelf life. However once in a while, a few initiatives endure for decades.

  • Here, we look back at some classic campaigns that permanently shifted our perceptions of what marketing can achieve. Few campaigns can claim to have changed the pattern of daily life. Take the Pan American Coffee Bureau, which helped create the concept of a coffee break at work.
  • 8 years ago, Austrian skydiver Felix Baumgartner flew more than 23 miles into the stratosphere in a helium balloon. He then fell to Earth, free-falling before opening his parachute. As he reached more than 840mph, Baumgartner broke the sound barrier, the first human to do so without engine power. Red Bull sponsored Baumgartner, and consequently its slogan, ‘Red Bull gives you wings’, hooked around 7 million people via social media, with 8 million watching the live feed. Worth the expense and risk?

Marketing has the power to influence society.

Source: CIM


About the Author:

DOROTA IWANKIEWICZ, FCIM | Senior Strategic/Marketing Professional | External&Internal Branding Specialist | CIPD & CILEx member Dorota combines 20 years of experience and constant development in the range of influencing people as a senior marketing/strategic professional and a managing director conducting manufacturer's projects. As a senior marketing professional: she accompanies DM2 Agency’s clients to achieve their defined goals, using knowledge and rich resources from neuromarketing, behaviourism, psycholinguistics. Dorota is the author of an educational programme about the art of persuasion, protected by the intellectual property law and implemented by the best Polish universities, and she is a co-leader of business workshops cooperating with the top law’s firm from City London. Her portfolio, gathered for many years, represents examples of effective marketing&PR campaigns eg. VISA, Mastercard, GSK, British America Tobacco, Geberit. She was a leader in European transitional programme (cooperation: Poland and UK) focused on training systems in order to develop employability, improving the labour market according to EU programme Europe 2020 growth and jobs strategy. Dorota is future-focused, inquisitive and open-minded; seeks out evolving and innovative ways to add an irresistible value to the clients/organisations. She consistently leads by example, acts with integrity, impartiality and independence, balancing individual, organisation and legal parameters. EXPERTISE: Leadership and Management | Communications strategy | Negotiations | Neuromarketing | Public Relations | Employer Branding | Employment Law | Psycholinguistics

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