‘‘Brands are moving away from playing it safe”
Razan Karim
Senior Communications Director – Consumer PR, Havas Red Middle East
Gone are the days of greenwashing and vague communication on key environmental issues.
Judging entries at the Cannes Lions this year, and listening to peers and insightful talks reinforced my observation that brands are becoming increasingly involved with environmental causes through long-term commitment and measurable changes.
With creativity at the core of industry change, most successful campaigns resulted in impressive quantitative results that also inspired competitors to adopt new industry benchmarks and practices within specific sectors, creating a
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