L’Oréal, Smirnoff, Paddy Power: 5 things that mattered this week and why

Smirnoff urges brands to back up purpose with ‘significant action’
Smirnoff has long been looking to promote inclusivity and diversity in its advertising through its ‘We’re Open’ campaign. It launched a new iteration this week, which is focused around the trans and non-binary community (individuals who identify as neither male or female).
Through this campaign and by championing LGBT role models, Smirnoff hopes to shift mainstream perceptions and understanding of un