 Good afternoon everybody and welcome to our Lunchtime Webinar Express series. Today our guest speaker is Victoria Allison who is Creative Director for STV Creative. So before we get started with Victoria's presentation I'll just quickly go over a few things and tell you how you can participate in the live Q&A. We'll be hearing from Victoria for around 30 to 35 minutes, we'll then move into a 10 to 15 minute Q&A session to answer some of your questions. If you've registered for the webinar you'll be able to post your questions for the Q&A at any time during the session by clicking on the question mark. If you're watching on a laptop you'll find the question mark on the right hand side of your screen or along the top or bottom if watching on a tablet or smartphone. 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Great thank you so much for the introduction and hello everyone I'm really looking forward to speaking to you today so I'm going to be talking to you about communicating purpose to consumers through your marketing and through your creative and how brands can do this effectively so we all know roughly what purpose is in basic terms it's the reason that something exists of course you know is function but for brands purpose runs deeper than this and your brand's purpose is actually the foundation of every experience that you give to your customer it's the underlying essence that makes a brand both relevant and necessary to consumers and purpose-driven creative is a way that brands can engage with the target audience in a really impactful way by putting its core values at the forefront of its marketing. So just to give you a little bit of a rundown on what I'm going to cover today first of all I'm going to give you a little bit of a background on myself and STV creative where I'm creative director and the work that we do at STV and then we're going to dive into purpose-led creative so we're going to talk about why it matters first of all we're going to talk about defining your purpose because before you embark on a creative journey that is regarding purpose first you need to be really clear on what your purpose is as a brand and then I'm going to get into a little bit of and this is very top line but what I like to call building blocks for creative and these are some principles that lay the foundation for a creative strategy that communicates purpose. As I go I'm going to look at some campaigns so we're going to have some examples in the mix we don't have videos today we are using stills just because the videos aren't always the best play in the webinar format however the team are going to share the slides and they'll have links to the video so I would really encourage you to go along and watch those in your own time after the webinar. In these best in class examples that I'm going to be showing these are brands who are kind of leading the charge in terms of purpose driven creative so some of these are campaigns that we've made at STV creative some of these have been made by other creative agencies and are for big national and international brands for real trailblazers in this area. So let's first before we get into purpose just talk a little bit quickly about STV creative and STV and a little bit of information in me. So if you live in Scotland you will know STV but if not we are channel three in Scotland so on air we're reaching 3.2 million Scots every month we're home to some of the most popular shows and television like Coronation Street I'm a celebrity get me out of here and of course Scotland's most trusted news program so our purpose at STV is to be Scotland's home of news and entertainment and we fulfill this by serving our audience with quality content on air online and on demand so I head up STV creative STVs in house creative agency and STV creative we work with a whole range of clients to help them create the most effective ad campaigns for STV so these are just some of the brands that we've worked with in the past we produce on average 150 campaigns a year and it is a whole range of clients from regional brands in Scotland right up to national and international ones big hitters household names so many of these brands have purpose at their core and they come to us and task us with developing campaign creative that communicates their brand purpose to our STV audience in the right way so here at STV social impact is really important to us and we use our platform to create conversations with our audience on important topics that matter to us and matter to them and this includes sustainability so we launch our own sustainability strategy STV zero last year we are working towards a headline goal of becoming carbon net zero at STV by 2030 and in the run-up to COP26 in November last year we launched an on-air STV zero marketing campaign and this was to encourage our audience to make small changes in their own day-to-day and in their own lives that made a difference in the fight against climate change so we created a series of promos with our weatherman and climate expert Sean Batty so really well-known household name in Scotland we also joined forces with non-profit smart meters to create sustainability themed content this was broadcast on air and also a collection of documentaries on climate change that were available on the STV player for our audience to help them become more aware of the overall issue now the reason I tell you this is not just to you know blow our trumpet about our green credentials at STV but really to highlight that STV zero this was a brand new commitment for us last year so we recently have gone through this process of developing our own purpose led campaign creative so the tips that I'm giving you today we implemented these ourselves during development of our own creative strategy for STV zero so let's get into purpose why does it matter why does conveying purpose actually matter in marketing so of course it's about communicating something that you believe in connecting with your audience but ultimately purpose gets result for brands it provides the distinction for brands that consumers seek and it can influence consumer choice actually over price even quality people invest in brands that they believe in and brands that they think they have an affinity with and they'll even pay more for brands that they view is giving back research shows this so expressing your purpose really helps you grab your audience's attention and it can make them choose your brands over another one so don't take my word for it for those of you who like stats here are a couple coming up so 62 percent of consumers want companies to stand up for the issues that they're passionate about this is from Accenture strategy survey of 30 000 consumers they conducted this worldwide in 2018 it showed that also more than half of consumers who are disappointed with brands words or action on a social issue complain about it and 47 percent of them would walk away in frustration 17 percent would actually never come back so it's really really important for consumers next up 64 percent of people find brands that actively communicate their purpose more attractive than those that don't is really really strong and then 88 percent of consumers want to know that the brands they're supporting have real impact this is from Futures one pulse survey this was in November 2018 73 percent of consumers are actually willing to swap brands in order to support one that stands behind the cause that they believe in so purpose ultimately equals growth for brands and purpose oriented companies have higher growth rates along with and brands considered to have positive impact actually grow at twice the rate of those that do not and this has been demonstrated by cantors 2020 purpose survey research conducted by Deloitte as well also shows that these types of companies report 30 percent higher levels of innovation and 40 percent higher levels of workforce retention than their competitors so it's really compelling stuff so we are sold on the power of communicating our purpose to consumers now we want to do this how do we approach a purpose led creative strategy first things first before you weren't creative development and of course creative is a really exciting part that people want to dive into but there is a first key step and that's ensuring that you really clearly defined what your brand's purpose is so the way that you do this the first step is really working out what matters to you as a brand sounds really simple but your purpose it isn't the product that you sell it's not the service that you offer to customers it's the why the why you do what you do and this can actually be surprisingly difficult for businesses to define but there's some key questions that you can ask yourself to help tease this answer out think about why was your brand established what did you want to change when it was started what do you bring to customers that make you distinct and what would you like to be known for as a brand next up once you've worked that up out it's very important to ask one more question which is what matters to them and the them here is your consumers so what problems did they want to be solved where the answers to these two questions intersect what matters to you and what matters to them that's the foundation of purpose driven marketing so today more than ever people want to be part of something bigger we're seeing this more and more in the post pandemic world you know the great resignation everyone's been talking about it is happening or it has just happened so when at the heart of your brand you have a story that customers buy into or want to get behind it really deepens your connection with them but to be able to create that brand story and that ultimate connection first you need to know what matters to your customer so what causes and beliefs do they align with so your brand's purpose meet with that does it meet what matters to your target audience if not perhaps you haven't defined your purpose yet and you have to go back to that step but also you perhaps have to consider if you have defined your purpose are you targeting the wrong audience do you need to have a rethink there so a common question is whether having purpose worth communicating sorry having purpose worth communicating to your consumers if it needs to be a social or environmental purpose it needs to have that type of goal baked in there the answer is no so some companies are social purpose companies this means that either exception or at their core they were built to solve a social or environmental issue so tom's for example and the shoe brands who donate a pair for every pair that is bought but many brands are just general purpose brands and this means that their core purpose doesn't have a social or environmental impact but they still have a clear core purpose that they communicate in their campaigns that is important to their consumers so we'll see some examples of this shortly and as a side note having a general purpose as a brand rather than a core social purpose doesn't mean that brands can't tackle social purpose as part of a wider portfolio of initiatives it just means that that's not the brand's core reason for being so we know the value of purpose driven marketing we're really clear and what our brand's purpose is we now want to communicate it through our marketing so let's take a look at some key pillars that lay the groundwork to building a successful purpose driven creative strategy or these creative building blocks as I like to call them so first off again a really simple principle but really key state your purpose an effective creative it always has a really clear strong core message so take time as a brand to compose your purpose statement and then lay it out for your business internally and then to your consumers at your points of contact with them a really good strong purpose statement should be aspirational but it should also be really precise it also needs to allow room for growth and for evolution for you as a brand do avoid platitudes statements that are meaningless so things like to help make the world better that's very vague for your audience and for your consumers it's hard to get behind and it's really hard to differentiate that from what other brands are saying in that space and very importantly build your purpose statement into your creative briefs so this may be included as your campaign tagline when the campaign is launched but it also might simply underpin the creative thinking and the development that goes into it so let's take a look at some great purpose statements from well-known brands if you've seen the campaigns from these brands you'll be able to see how these underpin the creative approach and you'll probably know as I go along the brands that have these purpose statements attached to them first up to create a better everyday life for many people this is like here next up to inspire and develop the builders of tomorrow lego and lastly to empower everyone in the planet to achieve more and this is microsoft and i mean leg one is lovely it's all about capturing you know that essence of what they do helping children experience and the transformative power of play and using the adjective builders in there really beautifully ties in with the foundation of their brand brick microsoft is a great example of a general purpose company um and they still have a very very powerful purpose statement and the purpose statement above this was actually defined after the arrival of their ceo satya nadella and this demonstrates very nicely that even if a brand doesn't have a defined purpose at its point of inception it's still possible to develop one retrospectively as long as this development is unthoughtfully and inclusively taking whole business on board and after lse's is the founder and chief purpose officer at conspiracy of love which is a global purpose consultancy they advise fortune 500 companies big iconic brands he's written a great article in fours that would encourage you to check out the references here in the slides and that's on effective purpose statements so go there for a little inspiration if that's what you're looking for right next up is being clear and consistent so clarity of message is so key but consistency of that message is vitally important one can't exist without the other and i would encourage you to make sure that your purpose message is reflected through not only your creative strategy but all your marketing touch points and all the places that interact your customer really coherently and consistently to ensure it flows through your entire brand communications now let's take a look at a brand who really nails being clear and consistent this is aerobnb so they've got a really simple clear really concise purpose statement to help people belong anywhere this reflects a brand's belief that you should be able to travel like a local not a tourist and experience a sense of community that aerobnb don't believe that conventional hotel experience can give you now we'll leave that to be for another day if there's anyone here from hotel groups you might argue but baked into this statement there's also a commitment so aerobnb required users to sign a non-discrimination clause which prohibits anyone being denied a stay in the basis of their race their religion their color or their creed aerobnb are also like a really terrific example of a brand that has a great social purpose manifestation of their purpose statement through their open homes project so this is a program that provides free shelter to refugees and victims of natural disasters so let's take a look at some inspirational creative from aerobnb they convey this belong anywhere statement purpose really really clearly really consistently through all the campaigns that they do and i'm a really big fan of this particular campaign this was in 2017 and this was made by bbdo australia for aerobnb it was called until we all belong so the brand basically started the biggest corporate push ever seen for lgbtqi rights and the objective of this campaign was to highlight inequality and marriage rights in australia so same-sex marriages basically weren't considered legal at that time so they created this campaign but they also created this lovely product to highlight the inequality and incomplete ring and members of the public could order this free and they were encouraged to wear it to support people that they loved who weren't able to get married in the same way that they were until the law changed and the daily allocation of the rings sold out in hours people were encouraged to post their commitments to wearing the ring on social media and use the campaign hashtag so within three days aerobnb through this campaign became the most talked about brand in the debate around this issue and other brands got involved to show their support as well so people like quantas were printing the campaign poster on the back of their airline tickets it was just brilliant and the day finally came in 2017 when the law changed that was in december of 2017 and people could finally take these rings off which was the most important part of course of the campaign so next up the next principle i would really like to speak to you about is authenticity and authenticity is absolutely everything when you're engaging with your consumers on purpose one of the best ways to communicate your purpose is by telling your audience why you do what you do but in your own words so bringing the voice even the face of your people into your communications can be really really impactful and a real true authentic way to do this another real effective approach is to reflect your audience but themselves so using real contributors rather than actors in your campaigns and taking a content led approach something that feels more edit editorial rather than advertising in your creative can really really help with this so pardon me a script ahead there bear with me so this is a campaign that we created the scv creative for smart meters who are our headline sponsor our partner for scv zero rather last year in the lead up to cop 26 so if you're not aware of smart meters they are a non-profit and they aim to help everyone in britain understand the importance of smart meters and their benefits to people and environments so as part of our partnership we created a set of digital advertorials for them and these took a storytelling approach we went about in a very authentic way we use real families and real people who had smart meters installed in their homes they spoke on camera about how they help them in their daily lives the importance of the product the benefits but in a much more soft emotive way and we'd really lovely one in particular where we're a young family with two children and they spoke about how the smart meter helped them save money which was of course very important but also how they were trying to build a better future for their kids and teach them you know the the right values and core principles that were important to them and so making a difference you know doing little things that could help the environment for the future for their children was really important to them so the link to this I would love to be able to show it to you today but the link to this is included um in the documentation so please do go and watch because it was a really really lovely campaign we really enjoyed doing it next up very importantly so we're talking about authenticity which of course is so so powerful but when it comes to authenticity practicing what you preach is so so key coming across as inauthentic even when the sentiment is there this is also very powerful but in a negative way for the brand so when you're considering leaving a message or a cause and support your campaign it's vital to ensure you have your house in order and that your company values and your internal policies back up what you're saying in your campaign and what you're supporting so for example for us for stb zero it was really important that we made changes to the way that we were operating internally within our business to try and reduce our own carbon impact before we then embarked on that consumer facing campaign where we're encouraging our audience to do the same as a side note though I would also add don't preach to your audience this is also very very very important consumers don't like being preached to by brands it's all about taking them on the journey so do bear that in mind and here is an example of how brands can get it wrong now this isn't intended at all to diss mcdonald's but very much to demonstrate how unfortunately a really brilliant creative idea no matter how strong it is this can really backfire if the advertiser doesn't quite have their own house in order as I mentioned so mcdonald's flipped their logo in 2018 for international women's day to support that cause I mean very powerful visual as you can see but unfortunately they really quickly came under fire as it was seen by many to be a whole gesture so critics referenced some sexual harassment claims that went back to 2016 that have been made by female employees and then others noted that the gender pay gap still hadn't been fully addressed within the business this just ultimately wasn't quite the right cause for mcdonald's to be aligning themselves with at that point in time so I'm not suggesting that anyone here today at the webinar is from a business which would have similar issues internally of course not but this is a real cautionary tale and the learning here is to make sure that before you align yourself with the cause your company is absolutely practicing what it preaches or at least making demonstrable commitments to do so so for example if you're champion diversity and inclusion in your communications and through your creative actually ask yourself how diverse is your workforce if it doesn't include underrepresented groups okay what are you doing to address this and being clear and transparent with your audience and what you are working on and what you're doing to address things that you're not quite there with yet this is also really really powerful and it will benefit your brand in the long run so when it comes to connecting with your audience and issues that you care about through your creative tone is so vital and tone of voice it can be light it can be hard hitting very much depends on your brand values your brand's purpose the message you're delivering and of course the audience you're targeting but again it needs time to be spent on it to consider and get it right so I here remember we looked at them earlier in the purpose statement to create a better everyday life for many people they do this very well they convey their purpose brilliantly through their creative and they always nail in my opinion the tone in their campaigns depending on that campaign's objective so often whimsical humorous fun but always honest and real and serious when it needs to be so in September Ikea launched a new campaign life collection again brilliant television ads going to check out link to that watch that later in your own time this is very much building on the buyback and resell initiatives that they've run in the last few years so for example buyback friday they've done around black friday for a few years running and as a brand they're really aware that there is a disposable quality to their wears but they also take ownership of it which is really really nice to see so in this campaign they're pushing back against throwaway culture so the campaign is called their life collection 2022 it's all about trying to find homes for abandoned products that are no longer needed even if those products have been abandoned in saddest circumstances so you know it shows some Ikea products that highlight some of the reasons people may no longer want or need furniture some of these really happy expanding a family some of these are sad like divorce or death but all of this all these products and these reasons for no longer needing furniture are set visually against the cover of Simple Minds Track don't you forget about me so powerful works really really well and importantly the campaign ultimately encourages people to give their furniture a new life at Ikea so being bold and taking calculated risks when conveying your purpose in your creative will really help differentiate you from competitors and this will ensure your creative truly cuts through to the audience and it starts saturated more and it'll really resonate and body form is a brand that absolutely blazes the trail here everyone knows I'm sure body form periods and feminine hygiene products their brand purpose is to encourage women to live fearlessly and they also want to break taboos and stigma around periods another campaign I would encourage you to go and check out the ad for no blood should hold us back this is from a few years back now in 2016 but this was an absolute first on a groundbreaking and I love this so it took some really traditional tropes in the TV ads that are prevalent across period product ads so you know we see women who we assume have their periods they're taking part in sports, strenuous activities, rugby, mountain climbing, ballet, even boxing so the message there and the message that lots of brands showing similar activities is trying to convey is that their product allows women to continue to do these things when they have their periods great that everyone's doing that and unlike other menstrual product ads body forms added something that others before it had you know apparently been too scared to do it actually showed female blood they're not menstrual blood that's still I think a little bit of a step too far for TV apparently but women were seen injuring themselves as they took part in these sports like boxing we saw bloody noses scraped knees it was really really powerful and I remember seeing it on television and being like wow that is something that I have never seen before for a product in the sector and it really broke the taboo that you know we don't show or talk about blood when we talk about periods everything is like light and white in a summer field so this is absolutely wonderful and if you're not familiar with it do go and check it out so emotion it really really cuts through is a very important way to resonate and create bonds with your audience around issues that you both support of course emotion must be used carefully so it should have impact but it shouldn't feel manipulative so do use it wisely emotion is really interesting because people often think it needs to be tear-jerking sad emotion can be a tumor it can be uplifting so a campaign that we created for blood cancer UK at STB creative really demonstrates this and for this it was a donations campaign we wanted people we wanted to raise awareness of blood cancer in UK and the work they did but very importantly get people to donate money to help them continue their work so instead of showing people who have been affected by cancer which of course is devastating we decided because a lot of other charities were doing that to take a different approach and flip it on its head so we imagined a future where blood cancer no longer existed thanks to people's donations and we you know we showed all these like old posters that you know had been there for looked like they've been there for years no longer needed all donation buckets that had been turned into flower pots it was all about that future where donations are no longer needed and hammering home that message that donations is what we need to make that happen and that was very positive as I say and uplifting next starting a two-way conversation with your audience is a really brilliant way to deepen your relationship with them and align with them on shared values or causes social is a great tool for engaging with them particularly if you don't have the budget for television and it really allows you to share content easily um lego is a brand that does this brilliantly and they're built to give initiative this is a real great example of the brand's engaging with their audience via user generated content again this is done in social which is a brilliant platform to encourage your consumers to engage with you in social purpose demonstrate how they align with your brand's purpose and values and in turn you can match their commitment so built to give has run for five years now I believe and it's always in the run-up to the festive season lego encourage families to build their own christmas tree decorations using their product of course and then share in social media using the hashtag build to give and in this most recent campaign they were challenging the families to build a star this was from last year so for every star built and shared in social media lego give a set to a child in need a lego set so that can be children in hospitals children's homes a vulnerable community but they actually give away up to 1.5 million sets a year through this initiative so they are getting their consumers their audience to buy in and pushing them to engage and to do something good themselves and matching that commitment so I would just challenge you today to think about your own brands and your audience and think about what can you ask them to engage with you on what can you challenge them to do that could be really powerful finally getting to the end being in it for the long haul is so so key and successful purpose driven marketing has to feel like an integral part of a brand part of their evolution not just a win-off so you know spoke about mcdonald's doing things like adding a ribbon to support a cause adding ribbon to your facebook page that month that's not enough a great example of a brand that has a really successful long-term commitment purpose is dove they've been taking on the standard of beauty for years with her cause marketing and their goal has always been to highlight the distorted sense of beauty that society has and to help women with their self-esteem issues i'm going to leave you with this campaign which again really powerful television ad that you can check out in the link provided but they've been doing this they've been in the space for a long time really encouraging women to rethink beauty and redefining it for them they completely changed how they communicate with their customers over this evolution and they tell the story in the campaigns but most of them don't actually feature their product if you're familiar with dove ads you'll be aware of that there's very few products ever in there so since they have been on this track their sales have absolutely exploded jumping from two and a half billion to four billion after they made the shift in this campaign i want you to check out it's one of my favorites of theirs it's their selfie campaign so in this campaign you see a young girl taking a picture of herself posting some social media and then you know she uses all these filters to achieve that like very perfect but very unreal look before she posts her picture and this was very much to raise awareness specifically on the pressures on young girls and women to achieve impossible beauty standards in this social media digital age that we're in that is so prevalent for kids at the moment and really help them boost their self-esteem so as part of this campaign dove also made accessible a free downloadable confidence kit for parents and teachers so they could work through this issue with their children and try and help them on this and so yes so this is my absolute gold star brand which does this really really well so i'm going to wrap up there and pass back so we've got some time for questions but i do want to leave you with this kind of final statement if i was to summarize the entire presentation i would boil it down to this and it is that purpose is powerful which i hope i have sold you on it's a really powerful way to engage with your consumers to grow your business to get results and it is very very very achievable for all brands a lot of the brands we've looked at here have been aspirational ones but some smaller ones in the mix as well so i hope i've left you with some inspiration today and look forward to some questions and speaking to you a little bit more thank you brilliant that's great thanks very much victoria so we're now going to have a short q and a session we've already got some questions to get us underway which is we'll get to in a second but please do continue to post your questions for victoria by selecting the question mark icon and we'll try to get through as many as we can in the next 15 minutes or so and just a reminder for those watching via facebook or youtube today but if you want to take part in future webinar q and a's you'll need to register for the webinars through the cim events page or social posts and watch the session via the go-to webinar platform so just to get onto the questions now first question is do you have any insights that would show consumers claimed behavior matches their actual behaviors when it comes to swapping brands oh that's a very very interesting question so um do you know to be honest not off the top of my head that i can tell you about so obviously i've referenced the eccentric survey we do a lot of research of our own at stv as well through scott pulse but you know it is as opposed difficult to actually track and measure we you know ultimately are taking customers words for it that they are switching or they would be inclined to switch if they're telling us this okay um you mentioned about um companies needing to be bold and to take risks but brands may be hesitant that they may get it horribly wrong because you gave a couple of examples where people have not intentionally um what would your advice be to brands um that are a bit hesitant how should they approach managing that risk potential risk yeah i i completely understand that because of course we looked into mcdonald's example getting it wrong it's very daunting i think and a lot of people and particularly if it's um social causes that they want to get behind can be really worried about their brand getting wrong and facing a backlash but i think it comes back to that point i made earlier on authenticity as long as what you're saying reflects your brand values and that you've got your house in order you're in a really good place and actually um the eccentric survey that i mentioned earlier there was another great stat which i didn't decide but you know 65 percent of consumers who were surveyed said that if a brand got it wrong about a cause they would still reconsider them if they apologized and they owned up to it so i think there's something very very um you know powerful in that if a mistake is made if you own it consumers will forgive and they'll take that on board i guess it's a crisis management getting it right when when that's handled isn't it next question is about corporate social responsibility because some of these brands um that could be in some of these big companies a whole team that set up to deal with corporate social responsibility for the the business and how would that interface with people who are managing the brands and the campaigns have you any thoughts on that victoria sorry say say that once more thoughts what are your thoughts on corporate social responsibility statements and how could they fit into a wider purpose so some of some some of these campaigns could be driven by a csr team rather than people who are developing a brand and this was um our scv zero campaign that we spoke about it's obviously driven by our own um you know our comms team our social corporate responsibility team as well rather than our marketing team and they're you know there there are there's definitely crossover and there's ways for um those teams to feed into the brands as well into their their marketing into their briefing um i think speaking about your corporate social responsibility and what you're doing in that area can um be like a really really powerful tool to complement other campaigns if you you know again you're perhaps um a business where that's not at the core of what you're doing but you want to raise awareness of that if you're starting out on that and it's a you know at one part of what you do that you want to raise awareness of you're not going to want to do unless you're of course a huge brand that if you're important you're not want to communicate that necessarily to your tv campaign but that's where it's mentioned earlier things like social it's a great place to do it um you know showing your company showing behind the scenes showing what people are doing causes they're involved in volunteering starting to build from social and from one marketing platform can be really really useful okay and i'll combine two questions now one person's asking how do the stats that you've given vary between b to c and b to b and somebody else has said have you got any examples of b to b impactful purpose driven campaigns yeah so all the stats that i was talking about were b to c so and actually in terms of b to b campaigns that's an interesting question i can't think of an example of the top of my head but um yeah definitely something to think about and investigate more it's it's less they're you know less prevalent there's definitely less of them out there yeah um thank you for the food for thought um you mentioned about emotive campaigns is there any emotion that you think is particularly powerful for brands to tap into through their creative um i i think they're all valid it depends and you know your brands what your brand values are what you want to say who your consumers are they can all be equally powerful the important part however is getting it right and again making sure that it's authentic and it doesn't feel like you're exploiting people's emotions um that's really really key okay and then saskin some of these companies that you're talking about are very big brands that we've all heard of um if you're working for a small business how would you tailor the approach yeah well i think the principles that i've spoken about the great thing about these are although of course they're examples we've looked at in terms of the campaigns are big brands but these can be worked through what you're doing as a smaller business as well so yeah you may not have a huge tv a huge open budget you may at the moment be doing most fruit testing social but there are things here that you can pull through absolutely you can be authentic you can you know post content using your consumers if that's relevant feedback it definitely applies it's just thinking about how you can work these principles into what you're doing okay and then i've got a question from someone um who's just looking for a bit of advice she's wanting to run an equality campaign for a recruitment but she's a bit nervous about asking too much about the pay gap report um what's the best way of um teasing out the information from a company just protecting them really isn't it or steering them away have you got any advice on how you could deal with the client in those cases yeah i mean i think you need to i know it's it's um sensitive area to get into but to be able to deliver an effective campaign you need all the information so um i would i would just address that with them head on and i would ask the worst thing would be if you produce a campaign for them where you know like mcdonald's for example that we looked at something came up that um contradicted or conflicted with what you were saying in the campaigns of course very detrimental to the brand and undermines the work that you're doing so yeah these i think if a brand wants to get behind a message they should be ready to have that kind of clear honest conversation with their marketing team with their creative agency as well okay and i think we've got time for one final question because we're in a bit shorter time um people there's a few people have commented on how you would define the purpose um and this particular question is how would you define the difference between the organization's vision that you know a senior leadership team might have come up with and the actual purpose statement that you could then lead into a particular product that a big company might have for instance is there a difference between a vision and the purpose or could it be different in different situations and scenarios yeah that's a really interesting question i think um at times the the vision and the purpose may be one and the same but i think when you're defining the purpose if it hasn't been defined from the outset from the brand's inception you know we looked at the microsoft example and that was done collectively across the business different voices in the mix and you know different stakeholders and you know people across different teams and departments everyone needs to be on board with that so doing that bit of work to define your purpose statement is really really key it shouldn't necessarily always come from the top it needs to be something that the entire business is aware of and buys into okay well we've had some food for thought there today and it just opens up more questions for us all to think about doesn't it um so unfortunately that's it for the q and a session today and for our webinar i'd like to say thank you to victoria again for the fantastic presentation and of course to the cim scotland group for organizing the webinar we do hope you've enjoyed the session and found it interesting and worthwhile we'll be sending out a short survey in the next few hours and would love to hear your feedback it will only take a few minutes and all survey responses are anonymous so please do let us know your thoughts and what you would like to see from our webinar express series in the future we'll be back in a couple of weeks with our next webinar express on tuesday the 22nd of november with award-winning sunday times magazine editor and founder of noon um that is elena mills elena will be discussing the huge opportunity that lies ahead for brands if they can unlock the huge spending power of the super consumers also known as the women over 50s demographic so make sure you tune in for that one as it's going to be a very interesting one you'll find further details about the webinar listed on the cim events page and you'll also be able to register for the session so that just leaves me to say a final thank you to you all for joining us today and we hope you've enjoyed the webinar take care everyone and we look forward to seeing you again soon