The Evolution of Purpose: Rebuilding Trust in Business
Ketchum, 90 Southwark Street, London SE1 0SW
£155 + vat Early-bird £190 + vat Normal
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Registration, coffee, croissants and informal networking
Chairpersons introduction Ben Smith, Founder PRmoment.com
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
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
Drinks and networking
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
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
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
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
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