A look at the marketing and advertising articles we’re sharing internally for the week of July 12th.

How CMOs Can Be A Force For Change When Defining Brand Purpose | Partner Content

Campaign Asia

At a roundtable hosted by Campaign and Twitter, Asia’s top marketing leaders agreed that their biggest challenge around fostering brand purpose is public skepticism, but that being consistent about what they stand for can inspire deeper trust from consumers.

Why it matters: According to the Edelman Trust Barometer, 70 percent of people think trusting a brand is more important today than in the past, and another 74 percent say a brand’s impact on society is a reason why brand trust has become more critical.

A TikTok Exec Says Livestreaming And Replying To User Comments Are Key Growth Drivers For Creators

Business Insider

According to Corey Sheridan, TikTok’s head of music partnerships and content operations in the US, creating livestream events and engaging directly with users in the comments are two effective strategies for building an audience on the app.

Why it matters: TikTok’s most recent show featuring Ed Sheeran set a new viewership record, surpassing 5.5 million viewers.

Ad Age’s 2021 Hottest Brands

Ad Age

The brands that made Ad Age’s annual list of ‘America’s Hottest Brands’ include Clubhouse, Draftkings, NFTs, Pattern, Reddit, The Home Edit, Figs and more.

Why it matters: Figs’ revenue surged 138 percent last year, and the brand boosted awareness with ads featuring real nurses’ stories, told on billboards and in subways in major cities. Plus, Reddit says it pinpointed the formula needed to reach $1 billion in ad revenue by 2023; the company raised $250 million in funding in February, giving it a $6 billion valuation

Shaping The Next Era Of Media, Inclusion And Business Ethics

Ad Age

Kirk McDonald, chief executive officer of GroupM North America, believes that brands need to connect with people in a meaningful and respectful way, and without infringing on their data privacy rights. That respect involves how brands deliver convenience and take into consideration the context of consumer needs and preferences.

Why it matters: In May, GroupM announced the formation of the Media Inclusion Initiative to support diverse talent and black-owned media companies and creators. The initiative includes a ‘Diverse Voices Accelerator’ fund which aims to create more diverse media ownership.