Oliver Budworth

Aug 8, 2023 | mediacatmagazine.co.uk | Giles Lury |Sam Collenette |Oliver Budworth |David Wethey

For many, the emergence of brand purpose has helped give marketing new purposeI’m not so sure. In fact I would go as far as saying there should be some concern as to whether marketing is still fit for purpose. Why do I think this is the case? Firstly, let’s take the aforementioned brand purpose. Marketing departments seem to have tried to rename purpose as ‘brand purpose’ and lay claim to ‘ownership’ of the concept. I think there are dangers in doing so.

Aug 1, 2023 | mediacatmagazine.co.uk | Sam Collenette |Jon Williams |Emily Rich |Oliver Budworth

With purpose-driven campaigns continuing to generate industry headlines and plaudits in equal measure, the words of Spike Lee at the recent Cannes Lions Festival feel like a very timely reminder. Over the last decade the idea of ‘purpose’ has become a core tenet of brand marketing, and it is easy to understand why it would be so appealing to us marketers. As an industry we are routinely vilified, being consistently voted less trustworthy than bankers, estate agents and politicians.