Putting Purpose to the Test

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Embracing Euphoria: What Coming Out of COVID Looks Like For Global CPG Brands

When the pandemic hit and businesses closed, eBay's 25-year purpose - to empower economic opportunity - became the springboard for its most vital campaign ever. Within weeks the company launched a marketing initiative in support of brands and business everywhere. This fireside chat will take a firsthand look at how the e-commerce giant channeled 'purpose' to rapidly respond to the market with creativity, relevancy and authenticity, and why alignment between purpose and opportunity is a brand's greatest asset.
Andrea Stairs Head of Marketing, eBay North America & President, eBay Canada
eBay. Inc.
Sucharita Kodali VP, Principal Analyst Serving eBusiness & Channel Strategy Professionals

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