Barclays: Purpose Pays - Advertising's role in Barclays journey to becoming a purpose-driven bank
Principal author: Tom Roach, BBH London Contributing authors: Annie Little, BBH London; Claire Hilton and Adam Smythe, Barclays
"For a company to have the right to exist, it must address a societal need. Make no mistake, our business model and societal model is one and the same - to take everyone forward and leave no-one behind in the digital revolution" Ashok Vaswani, CEO Barclays UK
This is about a bank deciding that doing good is...