Marketers and the social responsibility department need to become ‘greatest allies’

Marketers should start working more closely with the people in the corporate social responsibility (CSR) department for their company to help their brands achieve usefulness, according to the creative head of vodka brand Absolut.

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Afdhel Aziz, creative director of Absolut Labs, which was set up by the Pernod Ricard brand to find ways to make nightlife more inclusive for people, made the comments at a panel called ‘Good is The New Cool’ at the SXSW festival in Texas.

“Marketers need to start treating people in CSR as our greatest allies because they’re the ones who’ve been responsible for thinking about a company’s greater role in the world, there’s a lot of knowledge stored up there,” he said.