Give our readers an inside look at your brand's marketing approach by joining the Adweek Columnist Network. If you're a VP or above, submit your pitch.
Advertising has a principal purpose: to sell a product, to influence choice, to attract or build loyalty to a brand. We need to get more used to the idea that it can—and should—also do good. And there is no good reason why it shouldn’t. After all, we know that consumers want this and also that ads that use progressive, multi-dimensional characters sell more product.
