Rewrite success: What do you do for a living?

This paper argues that the advertising industry must do more than pay lip-service to the mounting evidence that sustainable brands have stronger brand equity, achieve better business results and are preferred places to work.

Rewrite success: What do you do for a living?

Claire JacksonJWT

The weight of evidence, from Goldman Sachs to WPP, is that sustainable brands have stronger brand equity and achieve better business results, as well as being preferred places to work, so, as an industry, we must lead this shift from the front.

One Friday, not so long ago, I found myself at a drinks party making small talk with a group of City bankers I'd never met before. Out of politeness, I started by asking what they all did for a living, but as soon as their mouths...

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