Brand purpose
Having a big purpose has been a big idea for brands in recent years—with mixed results. This page archives our coverage of the topic.
Ben & Jerry’s board calls for a ‘permanent and immediate’ ceasefire in Gaza
It is one of the most direct brand responses to the war since it began on October 7.
Is it up to adland to save the planet?
Is the ad industry losing sight of its raison d’être by focusing too much on purpose and causes that are not relevant either to it or consumers, or should it double down on becoming a positive force for change when it comes to the planet’s future?
Unfinished business: How adtech pioneer Brian O’Kelley is trying to solve the problems he created
In an exclusive with Campaign, adtech veteran Brian O'Kelley shares his journey from AppNexus to Scope3, insights from his past, and how he wants to help advertisers create sustainable yet pragmatic advertising.
How Citi discovered 'True Worth' through brand storytelling
Citi’s latest campaign is driving three in every four new digital clients. Mylene Ong, head of digital sales and marketing at Citi Singapore, shares how the pivot to brand purpose has delivered big results.
Brand purpose: Driving business growth through societal impact in Asia
Consumption and purpose mean different things to Asians than their Western counterparts, opines BBDO Asia's CCO in his analysis of a large study based on consumer data from mainland China, Korea, Japan, Thailand, Philippines, and India.
How brands and agencies should talk about sustainability
Amid fears of greenwashing and a new era of greenhushing, brands are tiptoeing around communicating their sustainability journeys.
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