Justin Peyton
Oct 10, 2019

As brands expand their purpose, creative agencies must too

Brands are redefining their core principles to focus more on purpose and value, an opportunity for agencies to take a higher seat at the table — if they are up to it.

The world quietly changed on 19 August of this year when the Business Roundtable, a group of 181 of the largest corporations and institutional investors, announced an updated definition of “the purpose of a corporation”.

For decades, they had stated that “the paramount duty of management and of boards of directors is to the corporation’s stockholders”, in short, the only people that matter are investors. But today corporates have been delivered with a new five-point...

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