By Seb Joseph

Purpose-driven advertising is the trend du jour for many marketers but it won’t yield profitable business unless a brand lives and breathes its core values, according to a senior marketer at Airbnb.

It’s easier said than done but the startup’s push into 190 markets in just eight years is testament to how commercially sound it is to view purpose not just as a marketing ploy. And with companies like Airbnb emerging faster than ever to disrupt the status quo, EMEA marketing manager Holly Clarke believes 21st century brands can no longer get away with just talking the talk when it comes Read full story ›

Source: The Drum