Responsible marketing: an agency’s role

Abstract

Considers the role of the marketing agency in creating children’s marketing strategies, especially their responsibility to ensure that brands target children in a fair and ethical way. Begins with the client brief, using the example of Marks and Spencer’s Back to School campaign, designed by agency Lickle Yellow Submarine. Points out the problems of time pressures in translating an idea into a campaign; another pitfall is aping competitors by jumping on bandwagons. Moves on to analysis of campaign results, illustrating the need to include qualitative as well as financial criteria by the relationship that Lickle Yellow Submarine has developed with Pictionary. Concludes with the importance of adhering to ethical codes of practice; provided that brands do this, they fulfil a useful role, for children especially, in defining the values and functions of each product.

Citation

Bull, J. (2003), "Responsible marketing: an agency’s role", Young Consumers, Vol. 4 No. 2, pp. 51-56. https://doi.org/10.1108/17473610310813816