© 2019 by The Comms Lab

The Purpose Tools

THE PRIMER: An interactive session that will enable you to understand the new landscape & opportunities of purpose-led business, with examples tailored to your client roster.  Half Day​

THE CATEGORY DEEP-DIVE: A bespoke session for account teams to get up to speed on purpose for a particular client category, enabling you to better serve the client.  Half or Full Day

 

THE GROWTH GENERATOR: A process where we work with Business Directors to generate organic growth, by targeting key clients for whom purpose is a strategic opportunity, then supporting you to convert this into incremental revenue.

 

THE PURPOSE TURN: A process where we enable agencies committed to this agenda, to define and embody the positive impact they want to have in society; delivering competitive advantage with purpose-led clients, enabling you to better attract & retain talent and providing differentiation in an increasingly crowded marketplace

The Primer

Why does Unilever talk about being an NGO one day? Why does Nike call ‘purpose’ the biggest innovation opportunity of the 21st Century? Why has the IPA launched the President’s Prize to reward campaigns that demonstrate positive social impact of a campaign? 

A half-day workshop to get you up to speed on The Purpose Turn.

Process:

  • An exploration of why ‘purpose’ is the next wave of disruption, with examples of how leading companies are harnessing it for growth

  • Mapping drivers of this seismic change, from leaders at Davos to the Pope; from the usual suspects like Unilever to surprising ambassadors like Paddy Power; from Fortune 500 companies to Silicon Valley start-ups

  • Linking clients’ burning questions in this space to the work of your agency

The Primer

Why does Unilever talk about being an NGO one day? Why does Nikecall ‘purpose’ the biggest innovation opportunity of the 21st Century? Why has the IPA launched the President’s Prize to reward campaigns that demonstrate positive social impact of a campaign? 

The Primer

The Category Deep-Dive

Why is BMW researching a future beyond cars? Why is Mars encouraging people to consume less of one of its products? Why is Unilever encouraging people to take shorter showers?

A bespoke workshop to help account teams to use purpose to create a more effective relationship with a specific client.

Process:

  • Kicking off with inspiring examples of brands innovating in the client category around purpose. Sets the tone of the workshop as opportunity-led, not just issue-based.

  • Providing the client/category context from a macro socio-environmental perspective e.g. climate change, water scarcity, supply chain, human rights

  • Sharing the history of progress within the category, the leading players, key innovations and current critical issues

  • Analysing how the client has historically, and is currently, responding with a focus on communications. We’ll also discuss possible future issues, particularly where purpose intersects with the brand and consumer behaviour

A client engaging with purpose has been on a journey, while their agency is often trailing behind. This bespoke workshop is designed for an account team to use purpose to create a more effective relationship with a specific client. 

Process:

  • Kicking off with inspiring examples of brands innovating in the client category around purpose. Sets the tone of the workshop as opportunity-led, not just issue-based.

  • Providing the client/category context from a macro socio-environmental perspective e.g. climate change, water scarcity, supply chain, human rights

  • Sharing the history of progress within the category, the leading players, key innovations and current critical issues

  • Analysing how the client has historically, and is currently, responding with a focus on communications. We’ll also discuss possible future issues, particularly where purpose intersects with the brand and consumer behaviour

 

Half day or full day

The Growth Generator

Why are specialist agencies gaining strategic advantage with your clients? How can you expand your client relationships beyond the marketing silo to generate more revenue? 

A process where we work with you to harness purpose to build incremental business.

Process:

  • Identifying four key clients who are strategically integrating purpose into their business and/or are on the cusp of seizing this opportunity, through analysing stakeholder communication, CSR reporting, third party rankings and PR

  • Initiating meetings (x4) between agency Business Director and / or Account Director, Client marketeer & a purpose champion within the client's business. This will both enable the agency to better understand the client’s challenges, and build a deeper, more strategic relationship with the client

  • Facilitating a session on how best to convert these opportunities into incremental revenue

The Purpose Turn

How can agencies tackle talent turnover, with industry churn levelsat 30%? What can agencies do move up the strategic food chain with clients and consolidate retained relationships? How can agencies thrive in an industry in flux? 

A process to help your agency benefit from the purpose opportunity through co-creating and activating an integrated strategy enabling you to become purpose-led.

 

Process:

Using our experience of agencies and organisational change, we will deliver a bespoke process that contains the following

  • Purpose definition - working with management to expand the agency’s definition of ‘purpose’ to include the positive impact it wants to have on society. This could be anything from a one day off-site workshop for management, to a month-long project by an internal team

  • Strategic planning - co-designing the integration of this ‘purpose’ into the culture and operations of the agency

  • Creation of ‘purpose’ storytelling assets e.g. showreel, vision statement, visual stimulus

  • Staff engagement - this could be anything from a series of events with all staff to an internal champions programme 

In addition to these tools, we also deliver bespoke purpose processes for industry bodies, agencies and individuals