Staff
Feb 24, 2021

Designing purposeful platforms for a more human future

SPIKES ASIA X CAMPAIGN: R/GA and Unilever explain what is a 'purpose platform' and what is not, how to find an 'active purpose' that is true and authentic, and why purposeful brand building is essential for long-term sales growth.

This session was broadcast during Spikes Asia X Campaign at 4:10 pm on February 24, 2021.

A recent McKinsey study suggests the element of ‘Purpose’ being the most accelerated shift in the new normal. With a new ruling class emerging in the wake of a widespread pandemic and racial and societal issues, consumers have high expectations from businesses to take a stand on current issues and effect real change.

While there is an increasing importance of attracting this generation’s young, ‘woke’ audience, many brands and marketers fear the repercussions of taking a stance and acting according to a ‘purpose platform’. With only a handful of businesses able to prove ROI or commercial uptake, purposeful branding has been relegated to a secondary priority for most. It is time for businesses of every kind to embrace a bigger responsibility for creating a better future—not only because it’s right but because it’s also profitable. R/GA and Unilever share how they have been inventing new ways for brands to live out their purpose and play a bigger role in people’s lives, and ultimately, create a more human future that’s needed now more than ever.

  • What's a 'purpose platform' and what's not?
  • How do brands find an 'active purpose' that is true and authentic?
  • Why purposeful brand building is essential for long-term sales growth
  • How to create connections and interactions in the midst of increasing isolation and distance
  • How to create a more human future by making engagement between businesses, brands & people easier, more meaningful & rewarding

Speakers

  • Felix Rompis, Executive Client Services Director Singapore, R/GA
  • Ang Shi Yan, Global Brand Manager, Unilever

See all our Spikes Asia X Campaign coverage:

Related Articles

Just Published

2 hours ago

What luxury brands need to know to succeed in the ...

The metaverse is screentime on steroids, and luxury brands will soon have to engage with customers there. But how?

8 hours ago

Oatly launches plant-based puppet mini-series

The UK campaign has been designed not to feel like an ad.

9 hours ago

Jung von Matt launches third Asian shop in Seoul

Bill Yom, former head creative at Cheil, will lead JvM Hangang as managing director and chief creative.

10 hours ago

Haymarket doubles profits after faster than ...

Media group generated half of annual turnover from US.