The Comms Lab, a company dedicated to helping the advertising industry become more purpose-led, launched with the Reclaiming Agency report – revolving around the strategic opportunity of purpose – as a provocation to the industry.
The report outlines what Ella Saltmarshe, co-founder of The Comms Lab, detailed as the ‘purpose-turn’, which looks at the discourse of moral neutrality within the industry. “The world is changing now, business is changing, society is changing, and the economy is changing,” said Saltmarshe – and a position of moral neutrality is having diminishing strategic return for agencies.
The purpose-turn highlights that “agencies...