Back in 2012 Thomas Kolster put together what was possibly the first list of creative ‘Awards for Good’ in his seminal Goodvertising: Creative Advertising that Cares book. There were 12 including Cannes Lions International Festival of Creativity (Grand...
Originally published by World Federation of Advertisers We’re at the beginning of a new post-purpose era, where brands will fail if they think they can outcry competition by screaming ‘I care’, says purpose pioneer Thomas Kolster, also known as Mr. Goodvertising, as...
Credit: Originally featured in The Drum Thomas Kolster literally wrote the book on brand purpose. Despite being one of its biggest advocates, however, he’s having a change of heart after seeing one too many marketers mistake preaching for purpose. Here, he urges...
New digital possibilities open up for training from a group of executives to hundreds across an organisation Online brings a lot of new possibilities to the table when it comes to training. Usually, training might be limited to a smaller group of people such as an...
In his new book, Thomas Kolster has an awakening about brand purpose Credit: Originally published by AdWeek In 2012, author Thomas Kolster released his first book, Goodvertising. Eight years ago, the thinking in the book was revolutionary, and the Danish branding...
