Inspired by some great case studies, marketers have become increasingly excited about the need to define and maintain a high-level corporate purpose.
But in a field where authenticity is all-important, others say this is a game few brands can successfully play. Our expert panel tackles both sides of the argument.
Philip Davies, President EMEA, Siegel+Gale
Andy Cridland, Brand and Advertising, BlackRock
Richard Buchanan, MD & Co-founder, The Clearing
Chair: Lucian Camp, Principal, Lucian Camp Consulting