Purpose in Perspective

Join IPA Effectiveness Awards 2022 Deputy Convenor of Judges Jo Arden and guests for a discussion on the effectiveness of purpose.

The IPA wants to encourage a more informed discussion about the effectiveness of purpose. What’s your point of view? We want to hear it, alongside the wide-ranging thoughts of our speakers.

Why? Because beyond the black and white debate around those ‘for’ and ‘against’ brand purpose, there are a variety of nuanced perspectives, such as:

  • Can purpose and profit happily co-exist?
  • Should purpose be a marketing strategy?
  • Do companies have a societal responsibility to act with purpose?
  • Does a brand's behaviour effect consumer confidence, and/or buying?
  • Should shareholder concerns be the driving force for brands?

Join us for a discussion on the effectiveness of purpose. What’s your point of view? We want to hear it, alongside the wide-ranging thoughts of our speakers.

Speakers

IPA Effectiveness Awards 2022 Deputy Convenor of Judges Jo Arden, CSO, Publicis.Poke

Ben Essen, Global Chief Strategy Officer, Iris

Steve Harrison, Author, Can’t Sell, Won’t Sell

Recently we delved into the IPA Effectiveness Databank to see what evidence of Brand Purpose effect can be found. Alongside that work, we've reviewed the case papers to see what qualitative themes can be derived: from whether purpose has been shown to play a role in building effective strategies through increasing differentiation, consideration, fame, trust and loyalty, or avoiding commodification - with this event also marking the launch of a new paper Performing on Purpose: an IPA Effectiveness Databank review.

This is just the tip of the iceberg of what we'll be diving into, alongside the perspectives of our esteemed speakers - and you.

Last updated 21 January 2022