How to get brand purpose marketing right and not ruin the industry

Dentsu creative director Toshihiko Tanabe believes that if superficial and poorly thought-out purpose-driven campaigns continue to be executed, the industry risks ruin.

Purpose is “getting a little bit crazy”, according to Dentsu creative director Toshihiko Tanabe speaking at Spikes Asia in Singapore.

“We can’t just take any purpose, hack that into our campaigns, and say that’s what we believe in,” he said. “When we

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