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posted on Jan. 08, 2025 at 11:11 amJan 9, 2025

Podcast: ‘Consumers, not brands, own the brand’ – IAA’s Thomas Kolster

posted on Jan. 08, 2025 at 11:11 amJan 9, 2025

Globally renowned marketer 'Mr. Goodvertising' Thomas Kolster calls for brands to be consistent on purpose and create meaningful transformation in the lives of consumers on the latest Campaign Middle East podcast.

https://www.youtube.com/watch?v=_rOmLr0YKHg

On the latest episode of Campaign Middle East’s On The Record podcast, Mr Goodvertising: Thomas Kolster, Member on the International Advertising Association’s Sustainability Council, Author of The Hero Trap, and the Founder and Creative Director of the Goodvertising Agency, discusses whether purpose has finally moved from riding shotgun to the calling the shots in the driver’s seat – and why that conversation is important.

In conversation with Campaign Middle East, Kolster answers some tough questions on whether companies should go beyond mere narratives and virtue signalling to better focus on executing their goals. This discussion has

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Tags:Advertising Anup Oommen Brand brand outcomes brands business outcomes Campaigns consumer transformation Goodvertising Agency IAA International Advertising Association marketing measurement metrics Mr Goodvertising On The Record Performance podcast Purpose sustainability Sustainability Council Thomas Kolster transformation video podcast virtue signalling

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.