Creating a Purpose-Driven Brand by Design

Recording: Creating a Purpose-Driven Brand by Design, Mar 12, 2018


A J Hassan

R/GA Chicago

Todd Kaplan


With 60% of millennials identifying as “belief-driven” buyers, brands are supporting worthy causes to grow loyalty and sales. But if done incorrectly, brands risk doing themselves more harm than good. In this session, R/GA Chicago ECD AJ Hassan and Todd Kaplan, PepsiCo VP of Marketing will look at LIFEWTR’s #ArtByAWoman campaign as a case study of how a global brand can execute a purpose-driven strategy in an authentic, organic way.

[Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.]

Primary Entry: Platinum Badge, Interactive Badge
Secondary Entry: Music Badge, Film Badge
Event Type: Session
Level: Advanced