This week we’re talking to Richard Copping, a Creative Director based out of London with 20 years of experience, working at some of the most prestigious agencies in advertising, including Weber Shandwick, Ogilvy and Saatchi & Saatchi, for brands like Unilever, Toyota, Ford and Greenpeace.
Richard recently won a stack of awards for his team's work with Unilever, and their “Unmute” campaign, which launched during the lockdowns and focused on lifting the stigma surrounding domestic violence.
You might say we live in a precarious time for brands—two thirds of consumers say they want brands to take an active stance on social issues, whilst the backlash against brands who do so seems to be getting louder, as our world becomes increasingly polarised.
Given his experience working with large consumer brands, Rich was the perfect guest to have on to explore this tension.
Rich and I had a fascinating discussion around how brands should approach social change campaigns, how to deal with the inevitable backlash and what it means for a brand to be “authentic” in 2023.
Links
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