Should I use purpose in my advertising?

Explains when and where brands should use purpose in their advertising.
  • There is compelling evidence from big multinational companies and brands that embracing and executing against purpose does deliver stronger business growth in market.
  • There is also compelling evidence from multiple analyses across an array of effectiveness awards that brand purpose communication can deliver effectiveness in market – but it needs to be well executed.
  • The strongest brand purpose communication has a focus on penetration growth, an instore presence, an authentic connection to the brand’s history and core, and an inclusive mass appeal.
  • Brand purpose communication can be especially effective when it inspires outstanding, emotionally engaging creative work, which in itself...

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WARC helps you to plan, create and deliver more effective marketing

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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