Campaign details
Brand: BarclaysAdvertiser: BarclaysEntrant: BBHCategory: Single MarketPrincipal author: Robert Meiklejohn, BBHContributing authors: Ed Kurland, BBH; Sarah Stallwood, Annalect; Manon Rubinstein, Annalect
Introduction: Can purpose also drive business effectiveness?
This paper is a proud sequel to our 2018 silver winning paper "Purpose Pays". In that paper we showed how Barclays deployed purpose-led marketing from 2013 to deliver a step-change in marketing effectiveness.
And now like Terminator 2, the Godfather 2 and The Empire Strikes Back we want to share with you a second chapter that is even more impactful...