Image Credit: Liwa Content Driven
Over the last decade, enough has been said about the importance of brand purpose. A reason why a brand exists beyond making a profit was popularised in 2011 by Jim Stengel, former global marketing officer for P&G.
In evaluating the WARC Effectiveness Brand Purpose of 2023, we felt a sense of responsibility since our decisions could potentially set the standards for the upcoming years.
This responsibility was amplified due to the fact that, while all brand purpose awards hold importance, this one is closely tied to effectiveness. We recognised that our selection of winners could ea
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