People are turning their back on preachy, too-good-to-be-true purpose statements from brands. From years of anti-smoking campaigns, we have learned that people don’t avoid the cigarettes, but rather the campaign. The same can be said about so-called purposeful brands’...
There are few businesses left whose website doesn’t include a proud statement of their purpose, values and mission. Whether a company is selling pensions or protein shakes, customers expect to hear what it stands for. But do these words add up to anything? Thomas...
In this live chat from 24 June 2021, I take my first virtual trip to Kenya where I get interviewed by Calvin Jodisi, Founder of The African Summit on Entrepreneurship and Innovation (ASENTI). We discuss key takeaways from The Hero Trap Audiobook and unravel why...
When you look at most creative work in the sustainability, do-good, #goodvertising-space it does look worthy at first sight. But when you take a closer look, it’s a fata morgana. As a creative industry, we still have a long way to go to truly solve social and...
I’m proud to be judging the D&AD Impact Awards for the 4th time. In my opinion, this is the most significant award in advertising as it’s celebrating ideas and solution that deliver true positive impact! I’m humbled to judge next to the...
Super Bowl LV wasn’t a year in which brands showed leadership with their sustainability messaging; but after the divisiveness, the climate emergency and the rampaging health crisis of 2020, it was a relief to have a laugh. As the Buccaneers delivered a convincing...
