The Evolution of Purpose: Rebuilding Trust in Business

Date:
Location: Ketchum, 90 Southwark Street, London SE1 0SW
Organiser: PRmoment Events
Cost: £155 + vat Early-bird £190 + vat Normal

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8.45am Registration, coffee, croissants and informal networking  
8.55am Chairpersons introduction
Ben Smith, Founder PRmoment.com
 


9.20am

Why you must not confuse purpose with corporate philanthropy
John O'Brien, EMEA Managing Partner, Omnicom's ONE HUNDRED agency

  • Why purpose should be at the core of an organisation
  • How a business can define its purpose
  • The history and evolution of company purpose - from Cadburys, Boots and Lever Bros to present day
  • How Milton Friedman's economic principles shaped business principles to follow profit first objectives from the 1980s to the noughties - ultimately leading to the financial crash

 

 
10.00am

ASICS: Renewing its founder purpose 70 years on
Caroline Fisher, Communications Director, Championing Movement for Mind, ASICS

  • How ASICS was founded by Kihachiro Onitsuka to bring hope and optimism to people in post war Japan
  • How ASICS translates from Latin to mean "a healthy mind in a healthy body"
  • Why ASICS has a philosophy and a role, more than a purpose
  • How ASICS’s credible, relevant and distinctive philosophy is helping to drive preference
  • Why getting your internal purpose right first is crucial
  •  Why proof of purpose and action is key
  • How partners can help to mobilise your purpose


 
10.40am

Drinks and networking

 
11.00am

Strength of Purpose Research: Understanding the impact of purpose to your internal and external audiences
Sarah Ogden, Head of Corporate Brand Communications, 3 Monkeys Zeno

  • What are the variables that define a brand as purposeful
  • Understanding the impact of purpose on consumer behavior
  • The difference between a brand that does Purpose and a Purposeful brand?
  • Understanding the effect of ‘good purpose’ on the people who matter inside and outside your company

 

 
11.30am The difference between brand and purpose
Dave Stevens, Marketing Director, British Land
  • Why the difference between your brand and you purpose will impact consumer’s trust of your business
  • What is the role of marketers and comms people in shaping purpose for trust
  • How a business purpose must influence its marketing and communications




12.00pm

Case study: Building purpose for Thames Water
Ben Kay, Ex Digital, Marketing and Customer Engagement Leader, Thames Water

  • Why a company like Thames Water needs a Purpose
  • How Thames Water developed its purpose
  • How Thames Water created a better culture as a result of its “Build a better future” purpose
  • What difference did the new purpose make to customers? 
  • How to ensure authenticity of purpose
 
12.30pm

In Conversation: Your Purpose Journey
- Nishma Shah, Head of Corporate Affairs and Corporate Responsibility, Roche
- Anna Turrell, Head of Sustainability, Nestlé UK & Ireland
- John O'Brien, EMEA Managing Partner, Omnicom's ONE HUNDRED agency

 
1.00pm

Chairpersons Closing Remarks

 

 


Please note:
Unlike many other PR conferences, none of our speakers pay for the privilege of speaking. They are all chosen by our editorial department because of their expert opinion. We do this because we believe that if delegates are paying to attend a conference, there is a conflict of interest if the speakers have paid to speak.

Also, just to reassure you, PRmoment does not share delegate details with any third parties.


This event is worth 20 points
towards the PRCA CPD