How is brand purpose defined? What are the different views? What do effective purpose campaigns have in common? This was presented at a #WARCxACA event in Toronto on August 1, 2018.
6. In an uncertain world where we
know that consumers are
increasingly values-driven, but
also cynical about the claims
brands make, purposeful
brands can and will win.
TOM KNOX
FORMER IPA PRESIDENT & CHAIRMAN, MULLENLOWE