Committees | Events & Webinars | Brand Purpose - Growth for Good | ANA

Brand Purpose - Growth for Good

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Welcome and Introductions (11:00am - 11:10am ET)

Roundtable: Reassessing Purpose as Society’s Expectations for Business Rise (11:10am - 11:25am)
Many of today's marketers appreciate and understand the ideals of brand purpose or purpose-led organizations. However, the complexity of global events, the acceleration of technology, and the need for profitable results amid economic uncertainty may impact how marketing’s role affects business and society. 
Yes, purpose matters and business expectations are rising, given the importance of stakeholder capitalism and corporate citizenship. Yet, is it possible to deliver unified, purposeful messaging across a multifaceted range of environmental, social, economic, and sustainable priorities in an increasingly remote working world as organizations recognize the need to transform at breakneck speed?

A recent survey by The Internationalist with ANA’s Center for Brand Purpose explores new marketer considerations.

Speaker: Deborah Malone, Founder, The Internationalist

Session I. Who says purpose and profits can't co-exist? (11:25am - 12:00pm)
The truth is, brands that integrate purpose throughout their organization and communications show stronger results and brand trust over time. So why do brands still wrestle with the perception that you must choose between purpose and profit, when in reality what's good for business is good for us all!? In this session we'll debunk this myth and dive into the fundamentals of how knowing and activating your brand's purpose can unlock growth.

Speaker: Madonna Badger
, Founder, Badger Agency

Session II. Unlocking the Power of Women: Strategies for Reaching Hearts and Minds (12:00pm - 12:35pm ET)
In today’s consumer landscape, women wield significant influence over purchasing decisions. Impact100 has been empowering women and transforming communities for over twenty years. Wendy Steele, Impact100 Founder and Chief Executive will share how one woman’s idea launched in Cincinnati, Ohio has grown into a global philanthropic force and how your brand can align with this powerful network.
In this session, you’ll learn:

  • How Impact100 provides a platform for women to step into their power as change-makers.
  • What elements of the Impact100 Model can be replicated and leveraged for other organizations.
  • Why the continuous growth of Impact100 through every economic cycle is about to accelerate exponentially, and how you can help.

Speaker: Wendy H. Steele, Founder and Chief Executive, Impact100

Closing Remarks (12:35pm - 12:45pm)


Madonna Badger, Founder - Badger Agency
Dubbed the “Lioness Who Roared,” Madonna Badger is the 30-year advertising legend who founded and leads the Badger Agency as chief creative officer.

Seven years ago, Badger launched the viral #WomenNotObjects campaign. She also successfully lobbied Cannes Lions to prohibit work that objectifies women.

Today, Badger continues to work with a growing roster of influential clients: P&G, OLAY, Target, Clairol and Wella, to name a few. After announcing that they would no longer create work that objectifies women, the Badger Agency took home Advertising Age’s coveted “Small Agency of the Year” award and was recognized as “One to Watch” in 2020.

Badger currently chairs the Cannes Lions "See It Be It" mentorship initiative, devoted to advancing the future of female creative directors in the industry. Through the UN's Department of Public Information, Badger has been honored with the inaugural Media for Social Impact SDG 5, Gender Equality Award for her work to bring gender equality to the media and advertising world.

Adweek named Badger a “Disruptor” for spearheading revolution in the ad industry, while the 4As has recognized her as one of the “100 People Who Make Advertising Great” and Cosmetic Executive Women (CEW) honored her with its “Lifetime Achievement Award.”

Wendy H. Steele, Founder and Chief Executive - Impact100
A dedicated philanthropist, passionate entrepreneur, and inspiring speaker, Wendy Steele is the founder of Impact100, a grassroots global movement that has given away more than $140 million since its inception in 2001. From a young age, her family instilled in her the value of giving back with the intention of leaving the world a little better than she found it, leading Steele to dedicate much of her adult life encouraging generosity in all its forms. She believes that each of us has something important to give.

Wendy released her first book in 2023, entitled Invitation to Impact: Lighting the Path to Community Transformation, in which she shares the history of Impact100 and why she was compelled to pivot from a successful banking career into fulltime work at Impact100 Global.

Steele received an Anthem Award in 2024 and was recognized by Forbes in 2021 as one of fifty women over fifty who are leading the world in impact. Her work in philanthropy has been featured in several books, including The Transformative Power of Women’s Philanthropy; Women, Wealth and Giving; Creating a Women’s Giving Circle; and The Right Sisters—Women Inventors Tell Their Stories. Steele believes wholeheartedly in giving back to her community. She observes that there are two kinds of people: those who see the problems in the world and realize they can be a part of the solution and those who still need to be invited to the party.

Deborah Malone, Founder, The Internationalist
Deborah Malone is an acknowledged industry leader and a champion for international marketing, so it is credited as a significant business force for purposeful communications, consumer benefit, and brand growth. She is also an author, expert interviewer, content creator, consulting strategist, entrepreneur, and small business owner. Deborah is Founder of The Internationalist, which focuses on the reinvention of marketing around the globe by connecting the people and ideas in international marketing and advertising through content, insights, case studies, awards, book publishing, and peer-to-peer Think Tanks-- all to better serve the needs of this community.

Originally created as a trade publication, The Internationalist continues to serve an audience of 20,000+ with online content, podcasts, and videos via Internationalist Marketing TV on YouTube. Now in its twentieth year, The Internationalist is especially proud of its Marketing Makes a World of Difference™ initiative and its long-term Global Alliance with ANA.

Prior to The Internationalist, Deborah Malone created Ad Age International, was a CNBC Vice President, and also served as Global CEO of the International Advertising Association.