What is the point in purpose?

Discusses how purpose, both internally and externally, can be crucial for organisations within the industry and how best to start implementing it.

The Comms Lab, a company dedicated to helping the advertising industry become more purpose-led, launched with the Reclaiming Agency report – revolving around the strategic opportunity of purpose – as a provocation to the industry.

The report outlines what Ella Saltmarshe, co-founder of The Comms Lab, detailed as the ‘purpose-turn’, which looks at the discourse of moral neutrality within the industry. “The world is changing now, business is changing, society i