Stephen Delahunty
Nov 7, 2019

P&G's purpose challenge

182-year-old P&G may seem an unlikely force for corporate change, but senior marketer Allison Tummon Kamphuis says it is serious about sustainability, ethics and equality.

In the era of business 'purpose', it seems the old adage that any publicity is good publicity no longer rings true if it ever really did.

For the eternal cynics, 'woke-washing' a term famously coined by Unilever chief executive Alan Jope that refers to corporations adopting the veneer of progressive values for profit leaves some uncomfortable. For others, 'purpose' gives brands a chance to stand up for what they believe in, to challenge norms...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
GroupM APAC chief executive Mark Patterson to leave Asia for global COO role
Premium
1 day ago

GroupM APAC chief executive Mark Patterson to leave ...

Promotion to a New York-based role is part of a global leadership realignment announced by global CEO Christian Juhl.

Premium
WPP settles lawsuit with former Team Red MD Carmel Williamson
Premium
1 day ago

WPP settles lawsuit with former Team Red MD Carmel ...

Carmel Williamson alleged that a "boys club" culture within WPP contributed toward her being discriminated against and needing psychological treatment.

Premium
Agency of the Year Awards 2019
Premium
1 day ago

Agency of the Year Awards 2019

This is the place for all the shortlists, winner lists, photos and analysis of Campaign Asia-Pacific's 2019 Agency of the Year Awards and Agency Network of the Year Awards.

Premium
Agency of the Year 2019 shortlist: Southeast Asia
Premium
1 day ago

Agency of the Year 2019 shortlist: Southeast Asia

Campaign Asia-Pacific announces the shortlist for the Southeast Asia region in the 2019 Agency of the Year awards.