How Akamai answered the ‘why’ regarding its brand purpose

Explains why identifying a brand’s purpose is a crucial step toward driving successful marketing campaigns and positively positioning brands for the future.

Brian McCarthy/Akamai

Kim Salem-Jackson, EVP and CMO at Akamai, initially set out to update the technology company’s purpose to drive a new marketing campaign but ended up leading the entire organization through what she calls “a very robust journey of purpose work.”

Kim Salem-Jackson, who joined ANA member Akamai as global VP of marketing and corporate communications in 2017, was named EVP and CMO in March 2021. “My goal was to have Akamai show up bigger and more boldly in the marketplace,” she says. “My brand team and I were ideating on a campaign, but it kept falling short of...

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