The pandemic proved that power lies in a brand’s ability to act, and those that demonstrated their purpose made an impact. There’s a new focus on communities – in contrast to mass personalisation, and alongside a trend of brands moving from ‘marketing’ officers to ‘customer’ officers.
We’ve seen creativity in action - solving customer and community problems in creative ways, in a year in which brand comms moved from saying to doing.
How can brands rebuild and accelerate by becoming truly purposeful?
Simon Gregory
Joint Chief Strategy Officer
BBH
Emma Botton
Group Marketing Communications Director
Tesco
