Balancing brand purpose with the reality of now: How do you manage your brand but also trade smart?
14 Oct 2021
CULTURE AND PURPOSE , BRAND RELEVANCE AND EVOLUTION
We know that brand purpose must be more than a token gesture. In fact, 86% of people expect CEOs to speak out about various aspects of societal change. Done properly, purpose should fundamentally shape everything: not only what, where and how you sell things, but also culture, ways of working, operations, how you go to market, how you shape your customer experience, and what issues you stand by or for. In this talk, Ogilvy CEO Fiona Gordon will use her vast experience working with the global advertising to demonstrate how you can integrate sales and purpose seamlessly, by drawing on examples from a range of brands.