By Danielle Gibson

Brand purpose is currently an industry rallying call, and that is certainly apparent at Cannes Lions this year.

Speaking on the ‘Business Purpose: the paradox and the potential’ panel about this trend, Melissa Waggener Zorkin, chief executive of WE Communications and Michelle Oliver, global head of purpose, diversity and inclusion at Mars discussed how brands should both walk the walk and talk the talk, when it comes to their core values.

At Mars, Oliver said that its purpose has come from defining how its brands have a positive impact on society or the environment.

From an independent communications agency’s point Read full story ›

Source: The Drum