Learn the ins, outs, dos and don’ts of creator marketing at Social Media Week Europe this 10–11 October in London. Register for your in-person or virtual pass.
In February, Innocent Drinks had a “misleading” promotion banned by regulators for exaggerating its positive environmental impact. Now, as it launches a campaign entirely focused on sustainability, its CMO wants to collaborate with the wider advertising industry to ensure brands aren’t scared to speak out about green initiatives.
Recently promoted from marketing director, the Coca-Cola-owned brand’s CMO Kirsty Hunter said advertisers needed “more consistent guidance” they could get behind when it came to marketing sustainability claims.
“My

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