One: How Smart Business Drives an Ethical Brand
David TiltmanWarc
One of the best-received sessions at AdAsia in New Delhi was, curiously enough, about a small brand from the UK. Duncan Goose, founder of a brand called One, used a session on Conscious Capitalism to describe the story and the strategy behind the company.
Goose, a former business development executive at JWT in London, set up a company called Global Ethics at the beginning of the last decade. The company exists to make money and then to give it away; it takes the principles of marketing and feeds the...