#76 Purpose-led Advertising

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Jonathan Trimble and Jonathan Wise speak to Tabi Jayne about purpose led advertising.

Jonathan and Jonathan explain to Tabi about what purpose led advertising is and why it is important. How authenticity and conversations are as, if not more, important than the use of technology and data in purpose-led advertising, and how to bring purpose into the core of the business.

Jonathan Trimble is CEO of 18 Feet & Rising. Formerly a Group Director at Fallon London and Head of Account Management at DDB London, Jonathan has previously led
work on BBC, Sony, Unilever and the Guardian and was named in the Sunday Times Debrett’s 500 most influential people in advertising in 2014.
Jonathan Wise is co-founder of The Comms Lab. He’s worked on brands such as Shell, Nestle, Kraft, Diageo and the BBC and his Awards include Gold at the IPA Effectiveness Awards for the launch of TV channel, Dave.
In 2010 Jonathan started a Masters in Sustainability where he acknowledged the link between advertising and climate change. From this experience he co-founded The Comms Lab, whose mission is to ‘maximise the positive impact of the advertising industry’. He co-authored the report ‘Reclaiming Agency’ which frames the opportunity for agencies to reclaim their moral agency. In doing so they will be more attractive to clients and talent.

If you liked this episode try episode 46 where Jo Cruickshanks talks about conscious and sustainable marketing.

Additional Information:
+ 18feet.com
+ thecommslab.com

When you look at the media consumption statistics between TV viewing and then the additional screen viewing that’s now been added to it, consumption has doubled. But when we’re asked to recall what we’ve seen in advertising terms it hasn’t gone up at all.Jonathan Trimble
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