In 2019, the ARF, in partnership with Kantar, developed an impactful report, Cracking Brand Purpose, to shape, guide and evaluate purpose campaigns, even during difficult news environments.
The coronavirus pandemic and recession have caused brands to pivot to purpose-driven campaigns. The difficulty is that there has been little agreement on what actually constitutes a purpose-driven campaign. No matter where they stood on the spectrum, all of these campaigns related to something bigger than the brand: a contribution to the good of the world.
This virtual Leadership Lab shared key report findings and supporting data, and discussed relevant case studies.