In her blog for Campaign, Boots’ VP marketing director and head of The Newsworks Awards’ judging panel emphasises the need for brands to show consumers they are forces for good
Pointing to consumers’ rising concerns around the cost-of-living crisis and their changing retail behaviours as a result, Jeremiah highlights advertisers’ important role in standing by the public’s side.
She explains: “Brand messages that connect with consumers are the ones that connect immediately “that could be me” and then make it clear that they are there to help with practical, real-life solutions.”
Jeremiah also discusses the role news brands play in amplifying those messages: “When it comes to celebrating and entertaining through good times, while supporting and standing with people through harder times, news brands are a medium with no comparison.
“They are authentic, high quality and are trusted by millions and millions of readers.”
Read more from Helen Jeremiah’s blog here.