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Podcast: Can Marketing Save the Planet?
Episode: Episode 107: Navigating the Complexity of Sustainability Focused Sponsorship with Kerry McDonald, CEO - Orchard
Description: In our final episode of Can Marketing Save the Planet? before we take a break for the summer, we sit down with Kerry McDonald, CEO of Orchard to explore the intersection of marketing, sustainability, and sponsorship.
We delve into the complexities of sustainability focused sponsorships, where the line between meaningful partnerships and greenwashing has been increasingly scrutinised. Kerry talks about why sponsorship when rooted in shared values rather than transactions, can outperform traditional advertising in driving engagement. He explains, "done well, sponsorship is one of the most powerful engagement tools, it lets brands speak to their audience...