Agenda


08:50 Chair’s opening remarks

Gemma Charles, Deputy Editor, Campaign

9:00 Less talk more action- How involved should an organisation be?
  • Exploring how brands are taking purpose to the next level
  • What does the balance between purpose and activism look like? How much should a brand be doing?
  • Taking action that demonstrates and aligns with brand purpose

Aline Santos, EVP Global Marketing and Chief D&I Officer, Unilever

09:20 Session Break

09:30 Focusing on meaningful impact: How to get it right in a world focused on purpose?
  • Examining the difference between authentic and performative purpose
  • Purposeful or purpose-washing? Matching consumer sentiment with the services and products consumers value and can trust
  • What are the common pitfalls and how can they be avoided?

Nicola Simmons, PR and Influencer Manager, Ben and Jerry’s

09:55 Session Break

10:10 Activating the power of purpose
  • Integrating purpose into all aspects of the organisation and the brand experience
  • Cultivating purpose through repetition and consistency in both communication and action
  • Demonstrating purpose through leadership so that it lives and breathes throughout and organisation

James Whithey, Executive Director EMEA, Siegel+Gale

10:30 Session Break

10:40 Invention and agility during a pandemic: engagement through purpose led content & comms
  • Hear from Britvic’s CMO, Matt Barwell, on developing & deploying creative and purposeful communications during Covid-19
  • A fireside chat case study touching on the different tactics deployed at a Corporate level vs Brands (showcasing work for Robinsons and London Essence)

Matt Barwell, Chief Marketing Officer, Britvic
Ounal Bailey, Founder, London Essence

11:05 Session Break

11:15 Case study: How ITV got Britain talking about mental health
  • Hear from ITV on why they chose to focus on mental health
  • Working with charity partners and the development of the campaign
  • Exploring production during lockdown and the impact of the campaign

Clare Phillips, Director of Social Purpose, ITV
Catherine Peacock, Managing Partner and Head of Account Management, Uncommon Creative Studio

11:35 Session Break

11:45 Building resilience and future-proofing your brand through being purpose led
  • Responding to today’s audience to stay ahead of the competition and stay relevant
  • Building a sustainable brand in every sense for the conscientious consumer
  • Developing creative and purposeful brand activity that truly engages with a global audience

Patricia Corsi, Global Chief Marketing Officer & Digital Officer, Bayer
Bill Brock, Founder, AnalogFolk

12:05 Session Break

12:15 The new normal: What effect has covid had on sustainability?

Panel discussion

  • Has the focus that has shifted towards Covid had an effect on other issues?
  • What is the future of the climate movement?
  • What effect are restrictions like less travel combined with a rise in single use plastics going to have in the long term?

Zina Bencheikh, Managing director EMEA, Intrepid Travel
Paschalis Loucaides, Country Manager, Too Good To Go
Natalie Deacon, Executive director, corporate affairs, CSR and sustainability, Avon
Dr Rodney Collins, SVP, Director, Mccann Worldgroup Truth Central

12:55 Networking lunch

14:00 The Purpose of Beauty: How Brands are Uniting Marketing & Impact
  • Exploring combining creative campaigns with meaningful impact
  • Through #smallactsoflove (like recycling, packaging, being cruelty-free and using less water) Unilever is working towards a happier, less wasteful planet
  • Using your brand to spark meaningful conversation

Sonika Malhotra, Co-Founder & Global Brand Director- Love Beauty and Planet, Unilever
Ross Martin, President & CXO, Known

14:40 Session Break

14:50 Sharing the lessons learned from re-energising purpose in one of the most famous businesses in the UK

Case study

  • Understanding the potential of purpose to add value to the business and brands
  • How to bring the whole company with you – from the boardroom to the shop floor
  • Operationalising purpose – setting up for the next 100 years

Sarah Gillard, Partner and Mission Director, John Lewis Partnership
Becky Willan, Co-founder and CEO, Given

15:10 Session Break

15:20 More than just a black square - Engaging meaningfully in Black Lives Matter

Case study

  • Exploring what brands are doing to make a difference in the BLM movement
  • What are the consequences of staying quiet during large social movements?
  • How to get it right when speaking on sensitive issues

Carmen Seman, VP of Marketing EMEA, Footlocker
Carren O’Keefe, Executive Creative Director, AnalogFolk
Maurina Leito, Brand Director, FootLocker
Sofia Ewuraesi Bodger, Strategist, AnalogFolk

15:50 Session Break

16:05 Corporate partnerships beyond just ticking a box
  • How to engage meaningfully in charity partnerships to create change
  • Working collaboratively with organisations that have a clear purpose, in order to shape your own
  • Going beyond superficial partnerships to create long term beneficial relationships

Christine Heffernan, Group Communications Director, Tesco
Chris Askew, Chief Executive Officer, Diabetes UK
Michael Dent, Executive Director for Engagement, WWF UK

16:35 Session Break

16:50 Building trust: the importance of major brands connecting with communities at a hyper-local level
  • Showing that everyone benefits when businesses are active, authentic and meaningful partners with their local community
  • How to create effective and impactful partnerships with community causes and small charities
  • Hear from Penguin on how they worked with Neighbourly to accelerate a partnership to support vulnerable people during the covid pandemic and looking forward to plans for the future

Siena Parker, Head of Creative Responsibility, Penguin Random House
Steve Butterworth, Chief Executive Officer, Neighbourly

17:15 Chair's closing remarks

Gemma Charles, Deputy Editor, Campaign



*Agenda subject to change


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