WFA Global Marketer Week 2013: Diageo, AB InBev and Johnson & Johnson on building purposeful brands

Joseph Clift

Collectively, the client-side national trade bodies making up the World Federation of Advertisers (WFA) represent around 90% of global adspend. The WFA also has around 70 corporate members, ranging from Procter & Gamble in the US to emerging-world giants such as the Tata Group, which is headquartered in India. With this in mind, speakers at the organisation's annual conference often prove to be an interesting bellwether for trends reshaping marketing strategy.

If there was a single theme that united the presentations at this year's event – held in Brussels, Belgium in March 2013 – it was purpose. Speaker after speaker advocated the need for brands to show a social conscience and to adopt purpose-driven marketing based around social issues and themes.

The consumer need