Effective Use of Brand Purpose

This category is for those marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as a benefit for a wider community.

The judges will be looking for clear evidence of how a brand purpose has both achieved societal impact and met commercial goals.

In addition to this evidence, they will also want to see a direct relevance between purpose and brand and a commitment on the part of the brand to a particular purpose.

Please note: campaigns for charities or nonprofits will not be accepted in this category.


A judging panel of industry experts, chaired by Ivan Pollard, Senior Vice President, Global Chief Marketing Officer, General Mills, will be reading the entries.

Special Awards

Evaluation Award – for a brand purpose strategy that has gone the extra mile in measuring both commercial and societal impact.

Employee Engagement Award – rewarding a purpose-led strategy that is consistent both inside and outside an organisation.

Sustainability Award – for a brand that has replaced a strategy or business practice with a more sustainable alternative and can prove that it has contributed to long-term brand health.


Lucy Aitken

Lucy Aitken, Managing Editor – Case Studies
+44 (0) 20 7467 8154

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