Worldwide Partners is excited to welcome another new agency partner to the global network of independent agencies, 23red. 23red is a purpose-driven creative agency based in London.
23red was established in 2000 out of the belief that marketing can do good. For the past two decades, they’ve developed brands and campaigns that change behavior for the better and have a positive impact on people’s lives. “There’s a growing consumer demand for brand purpose and brand substance,” said Jane Asscher, CEO & Founding Partner of 23red. “Brands now need to build their reputation through action, not words. Brand image must give way to brand substance, as brand image can no longer hide reality.”
And today’s reality is quite different than it was just 15 months ago. The global pandemic and social unrest have changed consumer desires and behaviors. “Today, consumers are seeking more meaningful relationships with brands, and Covid-19 has reframed how brands service their communities and society as a whole,” said Asscher. Consumers want brands to put a greater focus on protecting our planet, supporting others throughout the pandemic, and taking a stand on social issues--in short, having a purpose.
23red helps brands discover and harness this purpose with their Do.Feel.Think philosophy. Do.Feel.Think allows them to focus on the immediate action that can drive long-term change, and engage audiences on the most relevant channels close to the point of purchase, influence or change.
Brand purpose may have become a key focus in recent months, but 23red has been advocates of purpose-driven marketing for a long time. Their new research report is evidence of their tenure. “From ‘My World’ to ‘The World’: The Rising Demand for Sustainable Brands” features survey results from ten years ago compared to today, and highlights the increasing power that purpose plays in the minds of consumers. “We’ve seen how brands who authentically lead with purpose can foster a deeper relationship with people and in turn reap the rewards,” said Asscher.
23red has helped numerous leading businesses, governments and charities foster these relationships and affect real change. Their work with NHS Blood and Transport has helped to save or improve the lives of up to 410,835 people due to increased blood donations. Campaigns for Network Rail focus on the danger of youth trespassing on railway tracks and the wider impact it can have on the trespasser and their loved ones. Recent work with the Cabinet Office helped to deliver COVID communications for numerous brands and sectors on their own channels and tone of voice, and achieve complex behavior changes to keep individuals and the community safe. “Petfished,” an ongoing campaign for the Department for Environment, Food & Rural Affairs, seeks to raise awareness of deceitful pet sellers and cruel pet farming.
23red opted to join the Worldwide Partners’ global network of independent agencies because of our shared values, indie spirit and entrepreneurial drive. They look forward to leveraging the global reach, local expertise and fresh insights that being a member will provide. “Through Worldwide Partners, we have access to in-market agencies with the ability to ensure the effective implementation of global marketing principles within a local market context to optimise marketing efficiency, business results and deliver campaigns in a culturally appropriate way,” said Asscher.