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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Insights Team
Bray Leino

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