Détails du programme

In a world where everyone is “doing” purpose, does it still matter? What can we – as an industry – do to tackle big, global issues? There is no doubt that authentic, purpose-driven campaigns can have a positive impact on behaviour and society and support business results. But there is growing evidence of brands who ‘use’ purpose for short-term gains. Fiorenza Plinio will share powerful examples of Cannes Lions winners where brands are doing authentic purpose-driven work that not only drives returns but improves lives.