Brand purpose is everywhere. It's the advertising industry's favourite flavour of the past few years. Shifting through the masses of campaigns that brands are throwing out into adland can seem like an arduous task, particularly finding the ones who are putting their mouths where the money is.
That is why The Drum has brought together, for the annual Social Purpose Awards, a panel of industry experts featuring Hubbub, War Child UK, Pride London, Emily de Groot Ltd, Tony's Chocolonely, Shelter, Facebook, Coppafeel, Unilever, Water Aid, JWT and Glimpse. The panel will be looking for those who drive forward socially responsible marketing, brand purpose and a truer representation of society today.
Earlier this year it was announced that creative partner and founder of London creative agency Good, Reuben Turner will chair the judging panel.
Following is a breakdown on six of the judges:
director of marketing
Stevens is head of marketing for IAB UK as well as director of marketing of Pride London. His role at IAB is to promote a sustainable future for digital advertising and celebrate all things digital. For Pride London he leads campaigns to reflect the diversity of all of London's LGBT+ communities and building the reputation and relevance of Pride in London on an international scale. In 2019, he has led the #PrideJubilee campaign, honouring 50 years of queer revolt.
The impact and influence brands and advertising can have is often both underestimated and unseen. I believe that when developed and delivered with integrity and with the right people in the room, marketing has the power to affect behaviour change, shine a crucial light on social issues and to complement commercial goals. I can't wait to see entries from across the industry that have changed the conversation, that have a clear purpose running through their core and which demonstrate that they have used their impact and influence to improve society."
social good partnerships, EMEA
Yuen is responsible for the roll out of Facebook's social good products and strategic alliances with the social impact sector throughout EMEA. Prior to joining she was responsible for leading UNICEF’s global digital fundraising and engagement strategy, running digital innovation programmes at the World Food Programme in Italy and the International Red Cross in Switzerland.
I’m really excited to be one of the judges for this year’s Social Purpose Awards, we know that advertising can be a powerful force for change and I’m really looking forward to celebrating organizations that help represent more diversity and a socially responsible version of marketing and creativity.
War Child UK
head of gaming partnerships
Emanuel has worked across the entire gaming sector with studios such as Wargaming.net, Bethesda Game Studios, Creative Assembly, Sports Interactive, Facebook, Bandai-Namco Europe, 2K, 11 bit studios, and more. He has overseen and grown multiple gaming activations including RE-PLAY, Day of the Girl and the multi-award-winning Armistice.
I’m grateful for the team at The Drum Social Awards to invite me to join the panel as it’s a great opportunity to highlight the positive & life-changing collaborative work that is happening across multiple sectors.
Emily de Groot Ltd
Emily de Groot
delivery lead consultant
De Groot started her marketing career at Proximity, leading the Eurostar account. She moved on to M&C Saatchi’s digital start up, Play, where she worked across multiple brands and led the RBS digital retainer, helping them to build the company. De Groot also worked with The Big Issue Group in their first group marketing role and JustGiving, launching their crowdfunding product.
I’ll be looking for something innovative or really powerful, which stops you in your tracks and hits the emotional trigger. The criticism is often that for good work is ‘worthy’, so I’ll be looking to prove that wrong.
UK country manager
Greensmith has worked for Tony’s since 2018 setting up the UK operation. Prior to this, he spent three and a half years at Propercorn more recently as chief operating officer taking the business from a start-up to an SME and into national distribution. Before joining Propercorn, he was UK commercial director at Innocent Drinks and prior to that he spent five years at Unilever in a mix of sales and category roles.
I’m excited to be asked to be a part of the event and to be hearing how and where new businesses are making a difference in the world and using business as a force for good.
In her five years at Hubbub, Tricks has worked with leading brands, local Government and community groups to create lasting change. Campaigns include, IKEA’s award-winning environmental behaviour change initiative, Live LAGOM, the Community Fridge Network and Meat Your Match.
Marketing gets a bad rap. It’s often seen as the cunning that keeps us consuming. It’s also an unsung force for social change. I’m joining The Drum in celebrating the creatives changing the game and those in the business for a better world. I’ll be looking out for quirky, subversive entries which feel authentic to the brand, stick on the mind and lead to tangible positive action for people and planet.
The Drum Social Purpose Awards 2019 deadline has passed but you can apply for an extension by contacting Laura.Gregson@thedrum.com.