How Purpose Brands Drive Deeper Human Connection, Presented by dentsu

This event is over.

Putting people at the center of an organization and creating real human connection is the essence of a purposeful brand. In fact, studies show that when brands take a human-first approach to improve the lives of people, their communities, and society, they can gain a competitive advantage. A proprietary consumer insights research study conducted by dentsu showed that 78 percent of consumers agree they are more likely to purchase from a brand whose values align with their own. At this virtual half-day conference, presented by dentsu in partnership with the ANA Center for Brand Purpose, hear from top purpose brands about how they are positively changing the world for the better through a brands for humans ethos.


Agenda

TIME EVENT DETAILS LOCATION
Thursday, May 12, 2022
11:00am
- 11:05am

WELCOME REMARKS

Ken Beaulieu
SVP, Center for Brand Purpose ANA
Abbey Klaassen
President, East Region dentsu, U.S.
11:05am
- 11:35am

DELOITTE: DRIVING PURPOSE AS A CORE BUSINESS STRATEGY

The professional services firm Deloitte has had purpose embedded into its business since forming more than 175 years ago. With the recent creation of a centralized Purpose Office, the organization is doubling down on its commitment to engaging professionals to live their purpose daily and driving an organization-wide strategy around having impact at scale for societal issues across the areas of sustainability, equity, and trust. In this session, Deloitte’s first-ever chief purpose officer, Kwasi Mitchell, will discuss the importance of a company’s purpose strategy and core business strategy being one and the same. He will share how leaders can ensure that purpose becomes not just a set of social and environmental initiatives, but rather a coherent articulation of the company’s role in society that drives impact for its people, within its communities, and with its clients or consumers.

Kwasi Mitchell
Chief Purpose Officer Deloitte
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11:35am
- 12:10pm

OREO MAKES PLAYFUL PURPOSEFUL: EXAMINING LONG-TIME ALLYSHIP

Championing family connections is part of OREO’s DNA, baked in through decades of action. There have been strides and stumbles and endless learnings in the journey of OREO striving to make allyship an active verb, not a word or singular gesture. In this session, hear about OREO’s commitments and contributions toward LQBTQ+ communities. You will learn why brands need to nuance their purpose strategies for social; how OREO prioritizes sustained community engagement over stunts; and which metrics, accountability measures, and partners OREO has in place, and how they’ve evolved over the years.

Justin Parnell
VP of Marketing and Head of OREO U.S. Mondelez International
Abbey Klaassen
President, East Region dentsu U.S.
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12:10pm
- 12:35pm

GOING THE EXTRA MILE FOR PURPOSE

For Merrell, becoming a purpose-led brand is a journey and not a destination.  In this session, learn how Merrell is taking strides to center connection-making at the heart of their brand purpose.  From connecting to consumers to connecting with each other, Merrell is stepping into the difficult terrain of building a brand that strives for bigger impact.

Janice Tennant
Chief Marketing Officer Merrell
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12:35pm
- 1:13pm

BIG CHANGE STARTS SMALL: ACTIVATING PURPOSE ACROSS COMMUNITIES

Over the past three years, Mailchimp, an all-in-one marketing platform, has launched several purpose initiatives that support small businesses and diverse entrepreneurs. In this session, learn how the organization brings its human-centric purpose to life through such programs as Bloom Season, an online resource for Black entrepreneurs; Big Change Starts Small, a platform designed to inspire change in corporate citizenship; and Support the Shorts, a movement to champion short films and independent filmmakers.

Michael Mitchell
Senior Director of Brand Mailchimp
Kwame Taylor-Hayford
Cofounder Kin
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1:13pm
- 1:48pm

WINNING THE WAR FOR TALENT THROUGH PURPOSE

Pressures from the pandemic, economic uncertainty, and volatile political and social behaviors have compelled consumers to reassess how they are fulfilling their values beyond purchases. In the workplace, employees want to contribute to something enduringly positive, and they are placing a greater emphasis on purpose. Yet many companies are just beginning to understand the importance of purpose to business success. In fact, purpose is often seen as an optional endeavor rather than a competitive advantage when it comes to increasing employee retention and improving talent recruitment. Studies show that businesses with a better sense of purpose are more productive and grow faster than organizations without a defined purpose. In this session, Cecelia Wogan-Silva, chief creative evangelist of purpose-driven marketing at Google, and Courtney Buechert, president of Eleven and a faculty member at UC Berkeley/Haas School of Business, will share why leading with purpose and connecting with employees on a human level can improve business performance and lead to disruptive success in the war for talent.

Cecelia Wogan-Silva
Chief Creative Evangelist of Purpose Driven Marketing Google
Courtney Buechert
President and U.S. Chair Eleven Inc
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1:48pm
- 1:53pm

CLOSING REMARKS

Ken Beaulieu
SVP, Center for Brand Purpose ANA

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.