Best practices for purpose-driven marketing from the WARC Awards, Cannes Lions and Ogilvy Awards

The Advertising Research Foundation (ARF), the trade body, and Kantar, the research firm, identified several best practices for purpose-driven marketing.

As marketers the world over begin to plot out strategies for a post-pandemic recession, brand attributes may not be enough to bring consumers back into the open market, or even to click a “buy” button on e-commerce transactions.

Products and services, alike, will be examining how their offerings fit into a completely new socioeconomic environment. And the brands that are kitted out with a purpose will have an edge on survival.

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