COVID-19 has not only amplified the importance of purpose, it has prompted brands to assume unprecedented commitment, creativity and leadership - a concept underscored during WPP's, "A brand new purpose for the new world" session - part of last week's Campaign Connect virtual event.
CAMPAIGN CONNECT: While offline businesses may return, it's unlikely to expect consumer habits to remain unchanged.
Empathy, agility and focus are critical to help leaders guide organisations through current changes.
From a global pandemic to the death of George Floyd: Companies are addressing culturally-charged and rapidly evolving crisis after crisis.
CAMPAIGN CONNECT: Richemont's Alain Li and Reuter Communications' Chloe Reuter see cause for optimism.
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