Greentarget

Consumers can use their buying power and collective social influence to keep the “fourth branch” — let’s call it the C-branch — in check. These new conditions – driven by the primacy of social and environmental concerns among present and emerging generations of consumers – have changed the game for CMOs. It is not incorrect, then, to refer to the CMO as the C-suite’s new utility player, the executive who must know a little bit about every other position in order to help the CEO make sense of challenges and opportunities, especially in relation to the Three Rs: Revenue, Relationship, and Reputation. In this brave new world, the CMO is the CEO’s eyes and ears, both messenger and oracle, watching how our market-society, and the people who comprise it, are moving, shifting, aligning and re-aligning.

* Greentarget secured more than 40 media placements for RBC Global Asset Management’s Responsible Investing Survey in outlets such as The Wall Street Journal, Bloomberg, Chief Investment Officer, Financial Times and The Globe and Mail. RBC Global Asset Management (GAM), an established leader in responsible investing, firmly believes not only that institutional advisors can realize better long-term performance with environmental, social and governance (ESG) factors integrated into their investment processes – but that active managers who understand ESG will have a competitive advantage. Greentarget and RBC GAM conducted a survey of institutional asset owners, financial advisors and pension consultants to research the current state of responsible investing. As a result of Greentarget and RBC GAM’s joint efforts, the survey report and promotional campaign won the Public Relations Society of America’s Silver Anvil Award in the B2B Integrated Communications category.

* Greentarget secured more than 40 media placements for RBC Global Asset Management’s Responsible Investing Survey in outlets such as The Wall Street Journal, Bloomberg, Chief Investment Officer, Financial Times and The Globe and Mail. RBC Global Asset Management (GAM), an established leader in responsible investing, firmly believes not only that institutional advisors can realize better long-term performance with environmental, social and governance (ESG) factors integrated into their investment processes – but that active managers who understand ESG will have a competitive advantage. Greentarget and RBC GAM conducted a survey of institutional asset owners, financial advisors and pension consultants to research the current state of responsible investing. As a result of Greentarget and RBC GAM’s joint efforts, the survey report and promotional campaign won the Public Relations Society of America’s Silver Anvil Award in the B2B Integrated Communications category.

The clearest and most succinct definition of point of view that I’ve ever come across is this: a point of view is a statement that others might disagree with. All of which brings me to another definition, one perhaps more palatable to professional services firms: a point of view is a statement that is made more compelling by virtue of the author’s unique perspective. This question should articulate a pain point of a particular audience, e.g., “How should corporate leaders maintain their culture when everyone’s working from home?” Forcing yourself to frame your topic this way not only directs your content towards an audience need, but does so in a way which pushes past the simple “what” (i.e., the information anyone could find on Wikipedia or a news site) and into the more meaty terrain of “ Once you’ve assessed the current conversation and your audience’s needs, you’ll be in a good position to figure out what you can uniquely add to the conversation.