Although more than a little delayed, we want to extend a massive congratulations to the winners of the Goodvertising Awards 2021. All this work is so important for driving messages and action from others! Goodvertising Awards are like no other award. You cannot enter,...
Let me ask you a question. Is there anything you would like to change about yourself? Anything you would like to become better at? You don’t have to get pen and paper out and start writing your list. Trust me, mine is long. Of course, we all have stuff we want to...
Ocean plastic is not going to be your brand lifebuoy, most likely your Achilles Heel. Most brands didn’t become irrelevant because they forgot their purpose, their WHY, but because they forgot WHO to play a meaningful role for. Think about the majority of reality TV...
I used to be a big advocate for purpose, but it’s time we revise how we activate purpose. And yes, purpose is being challenged from many fronts these days for not being good for business (Unilever vs. Terry Smith) to not delivering the results for the brand (like...
When it comes to purpose marketing, there is a simple rule: Don’t just talk about your brand. Talk about what you are doing to make a difference or change behaviour. Myself and Ad Age kicked off a new podcast that tackles some purpose nonsense and helps bring a bit of...
