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Asia's agencies can step up on brand purpose
Simplistic talk of brand and business purpose skates over the fact that this is as complex, heterogenous and sensitive as any other cultural issue in Asia and requires a detailed and sensitive situational examination to get it right: agencies can play a critical role.
Why it matters
Purpose is increasingly regarded as an important factor for driving business growth but it remains an ambiguous and often misunderstood concept. Agencies act on behalf of the brands they serve and have a duty-of-care responsibility for the current and future health and well-being of those brands: they can help clients navigate the various matters surrounding purpose and get them right.
87% of CEOs whose company has a purpose statement say it plays an integral role, driving initiatives across the business.
There is an important distinction to be made between “brand as purpose” and “business as purpose”.
Agencies can facilitate the purpose conversation and address issues such as inclusivity in advertising.
“No matter where your client stands on the purpose debate, it’s a debate that can no longer be ignored” – Andy Wilson, Head of strategy, BBDO Asia.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。