Under Armour signed super model Gisele Bundchen and created a film to help change

First Published in 2016:

In 2015, ‘purpose’ is everywhere. It’s a key part of The Marketing Society Manifesto. The new president of the IPA made it the centrepiece of his inaugural speech. Global PR companies are falling over each other in the rush to measure purpose.

In 2014, Aviva wanted to do something a bit different for their UK Corporate Responsibility.

It wasn’t clear to me from the title whether this was going to be a book about how great TV is for building brands (I’ve got that T shirt) or how TV itself builds its credentials.  And I have to admit I wasn’t sympathetic.

A number of the core themes in this book resonate strongly with me.