Purpose or profit?

Purpose is a hot topic at the moment.

Has advertising become obsessed with purpose?

Has it distracted itself from selling?

Has it lost its way?

Are we going round in circles?

Questions. Questions. Questions.

Surely the answer comes down to integrity.

Businesses that are mindful of people and planet,

Have a better chance of increasing profits.

Good advertising brings positive financial returns.

Money that can be put back into the business,

And so help support purposeful initiatives.

But it has to be good advertising.

With a clear idea, and a strong strategy.

It needs to have cut-through,

And be memorable.

Delivering breakthroughs,

And really changing behaviour.

Done right it ensures that profit follows purpose.

As well as the other way round.

That’s the right kind of circle.