Glass Half Full Event Series. Episode 2: Purpose Smurpose

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The Nellie Dean

89 Dean Street

London

W1D 3SU

United Kingdom

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An existential crisis: The new 'brands as culture' or a commercial necessity?

About this Event

Say the word ‘purpose’ in a marketing context these days and you can expect to get mixed responses. For some, it’s the industry white knight, the silver bullet that can save brand marketing from irrelevance. It shows that consumer brands can have a societal value beyond their commercial goals, which in a world that needs saving sounds like the perfect brand strategy. For others the eyes roll, as they point out disingenuous agendas, virtue signalling and box ticking. It is obviously not a binary conversation, but it is, as with everything we do, a complex issue that requires a simple solution. Do we have permission to do this? Is it credible?

We will be delving into this debate. As brands battle with relevance, what do we think are the key foundations of purpose led marketing, why is it important to people and is this a long-term shift or another overinflated flash in the pan.

Helping us to answer some of these questions will be our brilliant panel of industry experts. Alongside Ben Hooper, Creative Partner & Co-Founder at Wax/On, will be Melda Simon, Global Marketing Manager of Unilever (Brand), Mark Cripps, the Chief Marketing Officer of The Economist, & Ben Greensmith, the UK Country Manager for Tony's Chocolonely.

We hope you can join us on the night for what promises to be a lively and interesting debate with our exciting panel. Any questions, drop us a line: hello@wearewaxon.com.

Glass Half Full is a series of events presented by Wax/On that focuses on the contentious issues within our industry through an optimistic lens, making the absolute most of what’s possible in our world. Sessions will be short and snappy, with an interesting mix of industry names and commentators as well as inspirational speakers from outside the industry echo chamber to provide a different take on our topics.

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Date and Time

Location

The Nellie Dean

89 Dean Street

London

W1D 3SU

United Kingdom

View Map

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