NBCUniversal, Ad Council, and SAP Execs on the Power of Purpose-Led Marketing

The leaders discuss Ad Council’s National COVID-19 Vaccine education efforts and the shift of brands working more collaboratively

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While purpose-driven marketing isn’t a new term in our industry, it’s taken on a significant new meaning in a COVID world. It isn’t enough to act on consumer’s behalf — rather brands are shifting towards a more collaborative approach to work alongside consumers to bring about positive change at both individual and community levels. 

At Adweek’s Challenger Brands on Thursday, Ad Council’s President and CEO Lisa Sherman was joined by council members Linda Yaccarino, Chairman of Global Advertising and Partnerships, NBCUniversal, and Alicia Tillman, Global CMO, SAP to discuss how they’re driving business transformation within their respective organizations through the lens of purpose including leading an industry effort to address misconceptions and concerns around COVID-19 vaccine safety and effectiveness. 

Listen to the latest episode of The Business of Marketing to find out what purpose means to these business leaders, the importance and power of purpose-driven marketing, and learn more about the Ad Council and COVID Collaborative’s National COVID-19 Vaccine Education efforts.

In the clip below, Lisa, Linda, and Alicia discuss what the word “purpose” means to them in the context of the marketing industry and why more brands are leaning into it.