Cindy Gustafson & Joe Maceda

Opinion

Embrace the Backlash, and Behave Like Your Brand: How to Really Activate Brand 'Purpose'

01 August 2017 • Is there a way to do purpose right? If so, how can a business make it feel authentic? Cindy Gustafson, Chief Strategy Officer, Mindshare North America, and Joe Maceda, Managing Director, Invention Studio Lead, Mindshare North America, take a deep dive into the most interesting campaigns from Cannes Lions to uncover how brands can create smart, purposeful work.

About Cindy Gustafson & Joe Maceda

Cindy Gustafson leads Mindshare’s Adaptive Marketing approach and strategies across North America, spanning clients such as American Express, Kimberly-Clark, Unilever, and more. With data and insights at the core, she works with brands and teams to ensure that brands are moving at the speed of culture and creating marketing that performs. In fact, Gustafson is the architect of Planning for Agility, launched in the U.S. but now serving as Mindshare’s global communications planning process—helping brands develop an adaptive strategy across their paid, owned, and earned ecosystem.

Joe leads Mindshare’s Invention Studio across North America, a dedicated agency unit that brings the concept of “media-as-creative” to life. He and his team merge data, science, and creativity to ignite media plans that have a real cultural impact and real-time engagement for consumers. In doing so, he drives a wide range of bespoke ideas for brands: ideas for new potential partners, emerging technologies, and never-before-done activations for existing platforms.