Creative Cannes Lions

The Drum @ Cannes Lions 2018: Mars, Nivea & WE Communications probe role of purpose in business


By Dani Gibson, Senior Writer

June 7, 2018 | 2 min read

Join The Drum and our friends at WE Communications as we assess the role of purpose.

Yacht deck

The Drum @ Cannes Lion 2018: Mars, Nivea & WE Communications probe role of purpose in business

Chief executive officer of WE Communications, Melissa Waggener Zorkin will be joined by Michelle Oliver, global head of purpose, diversity and inclusion at Mars, and also Nivea global chief marketing officer, Christoph Collée to discuss how to bring ‘brand purpose to life’ and whether purpose can be balanced with both short-term and long-term business goals.

In an age of authenticity, consumers are increasingly expecting brands to not only behave in a transparent manner – but also communicate their core values and what they stand for clearly.

The panel will also explore how can businesses balance short-term revenue and profits with the long-term interests of your brand. And as a leader, how do you deliver both – on the bottom line and also improve the world?

"It’s a great time to be in the business of communications," said Waggener Zorkin. "We find ourselves at the threshold of an enormous opportunity: the opportunity to create understanding, amplify empathy, and help businesses succeed and make a difference. That’s my purpose."

Make sure you register to attend on Wednesday 20 June 10:30am - 11:30am, aboard the Boat FCB, Jetée Albert Edouard.

Creative Cannes Lions

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