David Blecken
Sep 17, 2013

Brands need to combine higher purpose with 'PR thinking': Lynne Anne Davis

SPIKES ASIA 2013 - In her presentation at Spikes Asia today, Lynne Anne Davis, Asia-Pacific president of FleishmanHillard and PR jury president, said that many of the most successful brands are those that look beyond straightforward CSR and tie their business objectives to social causes that involve consumer participation.

Lynne Anne Davis

Davis noted research by Havas that found the majority of people would not care if more than 70 per cent of brands ceased to exist. People today hold brands and companies to higher standards than ever, she said, which in turn places a much greater burden of responsibility on the communications industry.

She said brands need to take note of the facts that people prefer to buy from companies that give something back to society,...

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