OUR STORY, OUR PURPOSE
We started working on Core Purpose in 2012. At that time, very few people were talking about Purpose.
We could see it coming though: a wave of activist consumers and shareholders demanding that Business change the way it thinks about its role in society. We believed that we could help encourage this wave, magnify its impact. Victorian companies were often set up to deliver social impact and we have been inspired by them as well as by the new generation of social entrepreneurs. We want to help companies and brands find a sense of Purpose that delivers benefits both to them and to Society.
Now that Purpose is a breaking wave, we’re contributing to the stock of ideas that makes Purpose a pervasive and actionable ambition in not only corporations and smaller or start-up businesses, but also in public service organisations, government departments, cities, charities, social enterprises and foundations.
We see increasingly conclusive proof that societal objectives and commercial objectives can reinforce each other: be bedfellows, not opposites.
We are now one of the world’s leading Purpose specialists working with forward-thinking, global businesses such as Pepsi Lipton, Sky, Unilever, Lloyds and Tesco as well as social entrepreneurs and leading-edge not-for-profits.
We bring the same professional discipline and rigour to Purpose as exists for any other marketing or business disciplines, combined with the same kind of creativity as the best communications and storytelling agencies.
THE FOUNDING PARTNERS
“I want to make tackling social causes as fun, imaginative, creative and attention-grabbing as advertising or theatre or film at its best.”
Paul has spent 38 years helping clients grab the public’s attention against the odds for Marketers, CEO’s, Charities, Social Movements and Prime Ministers. He enjoys being saturated in an organisation's or brand's challenges and synthesising that knowledge into an elixir that can then be brought creatively to life.
It all started with advertising. Paul co-founded Still Price Court Twivy D’Souza a highly-decorated independent agency; was Deputy Chairman of JWT; Group Chief Executive of Bates Dorland; Global Head of Digital Development for all Saatchi and Bates agencies and Chief Strategic Planning Officer for McCann-Erickson, EMEA. In these roles he has carved out a reputation as a pioneering strategic thinker and worked across all sectors and geographies.
He moved to the BBC as Marketing Advisor and later co-founded Circus, the first multi-disciplinary consultancy to look at brands from the inside out.
Paul also built on his many years advising Comic Relief by co-founding breakthrough social movements such as Change the World for a Fiver, The Big Lunch and Your Square Mile. These have engaged millions and have proved that you can change the lives of millions by doing good in a joyous, unexpected, creative way.
Thanks to these successes, Paul was asked to advise on how to tackle tough social issues for 3 successive Prime Ministers – Tony Blair, Gordon Brown and David Cameron. Paul is also a published author and has given talks around the world.
Paul believes we have reached a point where the challenges to the planet and society - global warming, pollution, ageing populations, obesity, social isolation, growing mental health issues, to name but a few - cannot be solved by Governments alone. As in wartime, we need a “grand coalition” of Business, Not-for-Profits and Government working together on common purposes to solve these issues.
“I have an endless curiosity about the world, and unstoppable optimism that things can get better.”
Michelle is an experienced and strategically-minded Brand and Marketing expert with more than 20 years of Management and Brand Consultancy plus industry experience.
Michelle has a great ability to see the bigger picture, to imagine something new, and also to recognise what it takes practically to get there. She fuses rigorous analysis – a real desire to get under the skin of things – with insightful consumer / customer understanding to rethink Purpose, develop strategic options, invent new brands and imagine innovation pipelines.
Her ‘client-side’ experience, together with an MBA from London Business School, means also that she totally gets the commercial imperatives and implementation issues.
With experience across industries (B2B/B2C, start-ups to blue-chips)... and geographies, from Europe to the Nordics, and from Shanghai to Moscow, Michelle’s broad, international perspective is backed up with a good smattering of French, German and Swedish.
Previous work ranged from new brand creation and positioning, portfolio and growth strategies, market entry, and new proposition development for global client such as Astra Zeneca, The Coca Cola Company, Ford Motor Company, Johnson & Johnson, and Mars; and for "local jewels" such as Switzerland’s Emmi and Turkey’s Ülker.
Believing that we’ve got to do better, for each other and for our world, but that there’s only so much impact an individual can have, Michelle co-founded Core Purpose to help our clients take a lead, and so help bring about the change we all want to see.
ABOUT OUR TEAM
We put together a crack team for you: our Associates bring a wealth of skills and experience, bringing together Business, Marketing, Innovation, Social Responsibility, Research and Creative skills.
We are London-based, but work globally. We have an established network of trusted global functional / delivery partners, but are equally happy to work with your preferred partners.