purpose
The 'p' word: What we should consider when we talk about purpose
The strategy director at Forsman & Bondenfors makes a case for the very purpose of purpose.
Patagonia gives away company: Is this real brand purpose?
The apparel-maker made news this week for giving away its US$3 billion company towards climate-change efforts. We ask comms pros if this should set an example for other corporations.
Are we forgetting who advertising is for?
When it’s good, when it’s thoughtful, thought through and purposeful, advertising is a public service.
Why purposeful creativity is more important than meaningless awards
Why do we still rush to come up with a once-in-a-lifetime brilliant stroke of genius that had zero impact on anyone’s life or business, and then proudly stand on a stage receiving accolades for our achievements? MediaMonks' APAC ECD ponders this question and more.
Rainbow-washing: a partial, half-hearted defence
Not all brands should have free reign over the rainbow, but nonetheless brands do have a unique power to disrupt society and inform our culture.
Profit vs purpose: Advertising’s balancing act
In the first part of a three-part series, Campaign's editors from around the world come together to examine the biggest themes facing global advertising.
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