purpose
‘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?
New Unilever CEO downplays purpose and hikes adspend
Hein Schumacher says purpose is not relevant to every Unilever brand.
Cannes Lions 2023: Judges must raise the standard on purpose work, creatives say
Purpose work will still be prominent this year, but it needs more scrutiny in the judging room, creatives agree.
Should Cannes juries put ‘bullshit' brand purpose out to pasture?
With all but four of last year's Grand Prix winners being purpose-themed, a debate arose around the loss of authenticity in 'made for award' campaigns.
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