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“Brand purpose” was 2018’s Marketing Word of the Year according to the Association of National Advertisers, highlighting the industry-crossing trend of imbuing brands with meaning that goes beyond selling products or services.
Brands like Patagonia are almost in inextricably linked with their purpose; others, like Pepsi, have struggled to relay theirs. Regardless, brands are increasingly looking to agencies to help them find—or at least better communicate—their purpose, and McCann Worldgroup is leading the way on this kind of work.
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