Articles

Tasha Lenton is client director at media agency UM. She talks about brand authenticity and picking a purpose How can a brand earn authenticity over time? The word ‘earn’ is key,...

As a senior copywriter at Oliver, Lee Trott has worked with brands such as Sony, GSK, Brother and NFU Mutual. He discusses brand purpose and choosing the right battles for your business...

Debating the importance of brand consistency and relevance in our fast-changing world, it struck me that the biggest challenge today is the same whether you’re an individual or a brand – how to stop damaging the planet. For b...

While there has been an effort made in recent years at Cannes Lions to focus on creativity as a broad spectrum, rather than simply as a marketing output, there remains a distinct lack of representation of non-advertising or m...

The oil and gas industry is in a state of flux. With oil prices at their lowest for decades, there is a need for urgent and decisive change. Although years of high prices allowed companies across the supply chain to operate p...

Corporate purpose can have a huge impact on the long-term success of any company. From where should it arise within the organisation and how should a purpose-driven change programme be implemented? Speakers at brand agency Ap...

There was a time when the world was compartmentalised – no more. There was a time when the roles of government were clear, the role of business was clear, the role of charities (as they were called) was clear....

Somerset House’s Guy Bourdin exhibition, Guy Bourdin: Image maker, has improved its visibility with a visual identity created by Purpose branding agency. The brand will be implemented across all supporting material such as graphic design a...