The Evolution of Purpose: From Talk to Action
Event Information
Description
For the full speaker programme, please scroll down beneath the form below.
If you have problems booking this conference, or require further information, please call on 01243 371368 or email bensmith@prmoment.com. Our offices are open 9am to 5.30pm Monday to Friday.
The address for this seminar is: This will now be a virtual event using specialist event hosting software Intrado
Ben Smith, Founder PRmoment.com 9.20am
Why you must not confuse purpose with corporate philanthropy
John O'Brien, EMEA Managing Partner, Omnicom's ONE HUNDRED agency
- Why purpose should be at the core of an organisation
- How a business can define its purpose
- The history and evolution of company purpose - from Cadburys, Boots and Lever Bros to present day
- How Milton Friedman's economic principles shaped business principles to follow profit first objectives from the 1980s to the noughties - ultimately leading to the financial crash
9.50am
ASICS: Renewing its founder purpose 70 years on
Caroline Fisher, Communications Director, Championing Movement for Mind, ASICS
- How ASICS was founded by Kihachiro Onitsuka to bring hope and optimism to people in post war Japan
- How ASICS translates from Latin to mean "a healthy mind in a healthy body"
- Why ASICS has a philosophy and a role, more than a purpose
- How ASICS’s credible, relevant and distinctive philosophy is helping to drive preference
- Why getting your internal purpose right first is crucial
- Why proof of purpose and action is key
- How partners can help to mobilise your purpose
10.20am
Strength of Purpose Research: Understanding the impact of purpose to your internal and external audiences
Sarah Ogden, Head of Corporate Brand Communications, 3 Monkeys Zeno
- What are the variables that define a brand as purposeful
- Understanding the impact of purpose on consumer behavior
- The difference between a brand that does Purpose and a Purposeful brand?
- Understanding the effect of ‘good purpose’ on the people who matter inside and outside your company
Drinks and networking
Dave Stevens, Marketing Director, British Land
- Why the difference between your brand and you purpose will impact consumer’s trust of your business
- What is the role of marketers and comms people in shaping purpose for trust
- How a business purpose must influence its marketing and communications
Case study: Building purpose for Thames Water
Ben Kay, Ex Digital, Marketing and Customer Engagement Leader, Thames Water
- Why a company like Thames Water needs a Purpose
- How Thames Water developed its purpose
- How Thames Water created a better culture as a result of its “Build a better future” purpose
- What difference did the new purpose make to customers?
- How to ensure authenticity of purpose
In Conversation: Your Purpose Journey
- Nishma Shah, Head of Corporate Affairs and Corporate Responsibility, Roche
- Anna Turrell, Head of Sustainability, Nestlé UK & Ireland
- John O'Brien, EMEA Managing Partner, Omnicom's ONE HUNDRED agency
Returning to its Roots: The redefining of The Body Shop's purpose
Sanjani Shah, Senior International Brand Communications Manager, The Body Shop
1.15pm
Chairpersons Closing Remarks