Why Corporations Will

Save the WorldWITH A LITTLE HELP FROM INDIE

AGENCIES

WE ARE Pi

Saving the world

Is saving corporations

Is saving corporations

• Today Consumers buy into corporate

purpose, not just product.

• New competitors are more nimble, useful

and purpose driven.

• Campaigns leveraging culture without

purpose increasingly gets lost in the clutter.

CULTURE.

FUTURE.GOOD.

CULTURE.

FUTURE.GOOD.

CULTURE.

FUTURE.GOOD.

CULTURE.

FUTURE.GOOD.

Content that permeates culture

is the new measure of success

Content that permeates culture

is the new measure of success

Content that permeates culture

is the new measure of success

Content that permeates culture

is the new measure of success

Content that permeates culture

is the new measure of success

Content that permeates culture

is the new measure of success

Content that permeates culture

is the new measure of success

Content that permeates culture

is the new measure of success

Content that permeates culture

is the new measure of success

Some brands are realising that content with

social purpose is a stronger differentiator.

success?

Critics

Critics • no permission

• too complex an issue

• no achievable goal

Critics • no permission

• too complex an issue

• no achievable goal

Counterpoint

• BALLS

Critics • no permission

• too complex an issue

• no achievable goal

"I’m not a black

person, but I am

deeply affected by

what’s going on,

and so will our

general society if

the American

promise, the

American dream,

the aspiration of

the country

is only available to

a select few,"

–– Howard Schultz

CEO Starbucks

ME

ME

lasting impression

ME

89% of consumers

are likely to switch

brands to one

associated with a

cause, given

comparable price

and quality.

The result:

Starbucks became more humanised and like a human, it also makes mistakes…

…on a path to deeper and lasting consumer engagement.

CULTURE.

FUTURE.GOOD.

Any organization built for success in the 20th

century is doomed for failure in the 21st

century.” – David Ross, Entrepreneur.

Most clients

“the corporations”

DisruptionInfo enabled digital corporations are out manoeuvring

industry old guard with social purpose and inherent

usefulness.

Electric

Cars

Collaborative

consumption

Shifting from brand communications at the end of a value

chain, to brand actions inherent in the corporate DNA.

Actions(not words)

2006 2014

We have been putting this theory to test for three years

with start-ups, NGOs and benefit corporations.

Practice makes perfect

We have been putting this theory to test for three years

with start-ups, NGOs and benefit corporations.

Practice makes perfect

With whom we can have a greater impact.

Taking it to the corporates

“If you want to

make a billion

dollars, help a

billion people”

“To educate leaders and apply

exponential technologies to build

corporations that also address

humanity’s grand challenges.”

Partnership (for corporate change)

“If you want to

make a billion

dollars, help a

billion people”

“To educate leaders and apply

exponential technologies to build

corporations that also address

humanity’s grand challenges.”

Partnership (for corporate change)

“If you want to

make a billion

dollars, help a

billion people”

“To educate leaders and apply

exponential technologies to build

corporations that also address

humanity’s grand challenges.”

Partnership (for corporate change)

fPlay Fun

video

fPlay Fun

video

Future (ways of working)

• Organising around purpose and usefulness

• Brand acts “doing beats saying”

• Practice makes perfect: “Ready, Fire, Aim”

• Unconventional partnerships widen the pool of ideas

Future (ways of working)

• Organising around purpose and usefulness

• Brand acts “doing beats saying”

• Practice makes perfect: “Ready, Fire, Aim”

• Unconventional partnerships widen the pool of ideas

CULTURE. FUTURE. GOOD.

CULTURE.

FUTURE.GOOD.

¾ consumers

• Asia-Pacific region

• Latin America

• the Middle East

• Africa

Pay more for products "from

companies that are committed

to positive social and

environmental impact," [

Nielsen]

We are entering a time where the

GOOD that brands do will be the only

true differentiator.

NOT A SPECIAL SNOWFLAKE

Any brand• the funny one

• the emotional one

• the cute one

Any brand• the funny one

• the emotional one

• the cute one

Can your brand be the useful one

serving the greater good?

EMPOWERS

WOMEN

EMPOWERS

WOMEN

SAVED THE

LAST

RHINO

EMPOWERS

WOMEN

SAVED THE

LAST

RHINO

GREENED THE

SUPPLY CHAIN

• FROM: 5k CSR budget

• TO: 3M brand campaign budget

• brand purpose

• brand positioning

• activations, content, brand campaigns

PUT "GOOD" CENTRAL TO THE STORY

• FROM: 5k CSR budget >

• TO: 3M brand campaign budget

And it works“Our brands that most engage with our sustainability

and social purpose plan are growing 10% faster than

those who aren’t.”

–––Keith Weed, Unilever

fPlay Fun

video

fPlay Fun

video

BRAND:

• re-aligns purpose

• support organic farmers

BRAND:

• re-aligns purpose

• support organic farmers

YOUR CAMPAIGN:

• coolest new band,

partner

• CTA

BRAND:

• re-aligns purpose

• support organic farmers

YOUR CAMPAIGN:

• coolest new band,

partner

• CTA

CONSUMER:

• align with my

values

• cash, loyalty,

advocacy

BRAND:

• re-aligns purpose

• support organic farmers

YOUR CAMPAIGN:

• coolest new band,

partner

• CTA

CONSUMER:

• align with my

values

• cash, loyalty,

advocacy

CORPORATION:

• Profit & reputation

• MORE GOOD

BRAND:

• re-aligns purpose

• support organic farmers

YOUR CAMPAIGN:

• coolest new band,

partner

• CTA

CONSUMER:

• align with my

values

• cash, loyalty,

advocacy

CORPORATION:

• Profit & reputation

• MORE GOOD

COMPETITORS

• Play catch up

• Raise the bar GOOD

BRAND:

• re-aligns purpose

• support organic farmers

YOUR CAMPAIGN:

• coolest new band,

partner

• CTA

CONSUMER:

• align with my

values

• cash, loyalty,

advocacy

CORPORATION:

• Profit & reputation

• MORE GOOD

CATEGORY:

• new norm

• New, boutique

brands

COMPETITORS

• Play catch up

• Raise the bar GOOD

BRAND:

• re-aligns purpose

• support organic farmers

YOUR CAMPAIGN:

• coolest new band,

partner

• CTA

CONSUMER:

• align with my

values

• cash, loyalty,

advocacy

CORPORATION:

• Profit & reputation

• MORE GOOD

CATEGORY:

• new norm

• New, boutique

brands

COMPETITORS

• Play catch up

• Raise the bar GOOD

RACE FOR GOOD

RACE FOR GOOD:

This is why Corporations will

save the world with a little help

from indie agencies.

CULTURE:Problem: Parody in culture without purpose gets lost in the clutter

Solution: Tell stories that make a difference in culture, and don’t just recycle it

FUTUREProblem: New competitors are more useful and purpose driven

Solution: Determine new ways of working with brands that create opportunities for

good

GOODProblem: Today’s consumers are buying corporate purpose, not just products

Solution: Creating good campaigns differentiates your brand while aligning with

consumer values

As Advertisers, we have the power to create a race for good

summary…

CULTURE:Problem: Parody in culture without purpose gets lost in the clutter

Solution: Tell stories that make a difference in culture, and don’t just recycle it

FUTUREProblem: New competitors are more useful and purpose driven

Solution: Determine new ways of working with brands that create opportunities for

good

GOODProblem: Today’s consumers are buying corporate purpose, not just products

Solution: Creating good campaigns differentiates your brand while aligning with

consumer values

As Advertisers, we have the power to create a race for good

summary…

CULTURE:Problem: Parody in culture without purpose gets lost in the clutter

Solution: Tell stories that make a difference in culture, and don’t just recycle it

FUTUREProblem: New competitors are more useful and purpose driven

Solution: Determine new ways of working with brands that create opportunities for

good

GOODProblem: Today’s consumers are buying corporate purpose, not just products

Solution: Creating good campaigns differentiates your brand while aligning with

consumer values

As Advertisers, we have the power to create a race for good

summary…

CULTURE:Problem: Parody in culture without purpose gets lost in the clutter

Solution: Tell stories that make a difference in culture, and don’t just recycle it

FUTUREProblem: New competitors are more useful and purpose driven

Solution: Determine new ways of working with brands that create opportunities for

good

GOODProblem: Today’s consumers are buying corporate purpose, not just products

Solution: Creating good campaigns differentiates your brand while aligning with

consumer values

As Advertisers, we have the power to create a race for good

summary…

The FUTURE of advertising is about making

a CULTURE around GOOD.

Thanks for being part of it today