purpose
Purpose-led marketing—still in favour?
Some say adland is saturated with purpose-led work, but for others, it still has an important role. CMOs from across the globe share whether and why the popularity of purpose-led ads is on the wane.
The Body Shop: Mourn its passing but celebrate its impact
So, The Body Shop, one of the pioneers of a better way to do business, has gone to the wall. It doesn't mean its impact won't be left behind, opines Amanda Powell-Smith.
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Is there a case for moving away from purpose-led marketing?
SOUNDING BOARD: Following Unilever's recent strategy announcement on cooling off on purpose-led marketing for some of its brands, Campaign asks industry experts to weigh in on whether or not there is a case for it, and if now is the right time?
‘We’ve reached peak purpose’, Adam & Eve/DDB’s Martin Beverley says
Adam & Eve/DDB CSO believes there’s an appetite from brands, agencies and consumers for work that’s ‘not afraid of selling’, 4Creative's Lynsey Atkin concurs.
Unilever's Samir Singh on joy, purpose and approach to legacy branding
Available in over 100 countries, Lux has had a remarkable turnaround in revenue and revived its brand power. Celebrating the centenary on a high, global CMO of personal care, Samir Singh spills the recipe for success and breathing new life into time-honoured brands.
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?
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