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Purposewash

GOOD Agency

Issue 53 | December 2019

Background

Purpose. You could argue it was the marketing word of 2019. But so much ‘purpose-led’ marketing is insubstantial, no more than a one-off campaign that jumps onto a cultural trend and has little to no real impact. Purposewash of this sort undermines agencies genuinely committed to impact-led strategies and creative. The task was to wake potential clients up to the real opportunities for purposeful marketing both for the world and for their bottom line. And to remind them of GOOD’s USP, that the agency does purpose properly.

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