Asia's agencies can step up on brand purpose

Simplistic talk of brand and business purpose skates over the fact that this is as complex, heterogenous and sensitive as any other cultural issue in Asia and requires a detailed and sensitive situational examination to get it right: agencies can play a critical role. 

Why it matters

Purpose is increasingly regarded as an important factor for driving business growth but it remains an ambiguous and often misunderstood concept. Agencies act on behalf of the brands they serve and have a duty-of-care responsibility for the current and future health and well-being of those brands: they can help clients navigate the various matters surrounding purpose and get them right. 

Context

• 87% of CEOs whose company has a purpose statement say it plays an integral role, driving initiatives across the business.
• There is an important distinction to be made between “brand as purpose” and “business as purpose”.
• Agencies can facilitate the purpose conversation and address issues such as inclusivity in advertising. 

Quote

“No matter where your client stands on the purpose debate, it’s a debate that can no longer be ignored” – Andy Wilson, Head of strategy, BBDO Asia.

This is part of WARC’s Purpose Incorporated: A primer for brands in APAC series tackling the complexities and nuances of how brands can go beyond profit to do good and do better in the Asia-Pacific region.