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...
Welcome to Climate Punk! I’m behind the microphone on a mission to find radical new answers to the climate emergency. No more BS. Hopefully by talking to climate punks around the world, I can inspire you to find the climate punk within yourself. Take a look at our...
This article was originally written and published by Creative Review When Danish marketing and sustainability expert Thomas Kolster wrote his book Goodvertising back in 2012, the world hadn’t quite yet cottoned on to the idea of purpose in marketing. Since then, of...
As I prepare to head up the Impact and Future Impact juries at the 2022 D&AD awards, I talk about why creatives should stop focussing on small interventions and move on to bigger, systemic challenges. For the most part our industry is no better than a sausage...
