purpose-driven-marketing
(14)
The Agency That Put a Stopwatch on Stigma
Red Rock sells branding, but its most revealing metric is time: a mental-health campaign was associated with cutting the average delay before treatment from 15.5 months to 6.3. The story is what happened when an agency treated communication as part of the care pathway.
Gagan Levy Wants Advertising to Find Its Conscience - and Its Courage
The Guru founder has spent two decades asking brands to stand for something. Now his field guide turns the same question on the people who lead them.
The Agency That Stopped Asking People to Pick One Box
EGAMI built its reputation by seeing what big brands missed. Now the multicultural agency is betting that the next useful demographic is not a box at all, but a whole person.
The Agency Built to Fix a Buyer’s Grudge
Viviane Torres spent years hiring agencies and wishing they acted more like colleagues. So she built one around the complaint - then took it from lonely trade-show flights to six-brand, four-language campaigns.
The Ad Agency That Would Rather Change a Law Than Win an Impression
The House of JOY sells culture strategy, but its most revealing product is trust - the slow, human kind that cannot be bought by the thousand. Its best work begins where an ordinary campaign brief usually ends.
The Famous Person Is Not the Point
WRTHY learned that attention is only rented. Its sharper trick is deciding who should borrow it - an epidemiologist, a farmer, a survivor, an athlete - and giving that person something useful to do with the crowd.
The Marketing Agency That Planted the Brief
Haberman grew a marketing agency by insisting that a good story must survive contact with a farm, a focus group and a sales chart. Thirty-two years later, its most persuasive product may be the habit of changing course.
Susan Irving Put Real Life on the Tissue Aisle
A former national-team sailor took over marketing at Kruger Products just as the tissue aisle became national news. Her response was to replace category polish with the useful, awkward truth of everyday life.
Carrie Ruddy Sells the Climate Story One True Sentence at a Time
How a former bank communicator turned a maker of air conditioners into one of the more convincing climate stories in industrial America - and why she insists credibility is the only currency that matters.
Beth Wood Wants Money to Feel Human
The chief marketing officer of Principal Financial Group built a career on a stubborn idea - that an industry running on spreadsheets and fine print can still make people feel understood.
Samantha Avivi
After three decades moving between agencies, consumer brands, consulting and the automotive aisle, Samantha Avivi has arrived at Bayer's global CMO seat with a durable operating idea: trust is built by listening closely, making boldly and giving teams room to grow.
Amy Williams
Amy Williams built Good-Loop around a stubborn question: if advertising can buy attention, why can’t that attention fund something useful? A decade later, her harder project is proving that purpose belongs in the machinery of business, not at its margins.
Dan Clifford
Dan Clifford is the Chief Marketing Officer of Cotopaxi, the Salt Lake City B Corp that builds outdoor gear and directs 1% of revenue toward fighting global poverty. He leads the brand's full marketing function - creative, brand storytelling, growth, performance, and e-commerce - after two decades scaling specialty, outdoor, and luxury retail brands. Before Cotopaxi he was CMO at the lingerie brand Pepper, and earlier held senior marketing roles at Victoria's Secret, Express, and J.Jill, where he helped transform multibillion-dollar names for the digital era.
Wendy Hauteman
Wendy Hauteman is Chief Marketing Officer at VSP Vision, the Rancho Cordova-based not-for-profit vision care company that serves close to 90 million members through a network of 40,000 doctors. She has spent more than two decades in the optical industry, moving from senior marketing roles at Pearle Vision, ILORI and EyeMed to leading global strategic marketing at VSP before her promotion to CMO in August 2019. Under her leadership VSP shifted its message from 'we help people see' to 'empowering human potential through sight,' anchoring the brand's purpose-first playbook.