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?
Joint Chief Strategy Officer
Group Marketing Communications Director