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.

 

OUR PARTNERS

Paul Twivy Third Sector Photo High Res 22 1 15.jpeg

PAUL TWIVY

STRATEGY PARTNER & FOUNDER

“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.  

LINKEDIN

nClarkXLA220618.jpg

NICK CLARK

CREATIVE PARTNER

Nick has joined us as Creative Partner after five years as ECD of The Partners office in New York (now Superunion), during which he led exciting breakthrough work and attracted a host of famous clients. He won the global purpose work for Colgate and Revlon, and has done the same for dynamic businesses such as Equinox and Emogi.

Nick has a blend of strategic understanding, creative insight and a commitment to design excellence that has evolved through years of working with some of the world’s largest most established brands and also some of the newest. Past clients include the Ad Council, Aviva, Coca-Cola, Colgate-Palmolive, Deloitte, Ford, the London Symphony Orchestra and Telstra.

Nick believes that Purpose is what humanises organisations and helps makes sure they serve people and society, rather than the other way around. On a personal level, it’s also the most impactful way he knows of helping people and organisations make a positive contribution to the world.

While there are many strong purpose-driven organisations Nick admires, he is inspired by the way Lego has transformed itself from a building ‘system’ into a business that places its belief in the importance of imagination and creative play at the heart of everything it does. They have also been able to create a very passionate community around their brand using many innovative techniques, and seen off some serious competitive threats in the process. Demonstrable proof of purpose in action. 

LINKEDIN

Jeff Macdonald_retouched_lr copy.jpg

JEFF MACDONALD

CULTURE & EFFECTIVENESS PARTNER

“Purpose is not new. It is what has always elevated iconic brands and businesses from the ordinary to the extraordinary. It is about ideas to truly believe in. Ideas that touch us at a fundamental human level and compel us to act and drive remarkable change in our world.”

Jeff leads our Culture and Effectiveness practices. With a Masters degree in Economics, he has a long-held fascination and interest in understanding and applying the human psychology of motivation and behaviour to people, whether employees or consumers. His passion is helping business craft and activate ideas that connect with what truly matters to us at a human level, inspiring passionate engagement from both employees and consumers, unlocking our potential to come together around a shared belief and driving real transformational change in our world, creating both commercial and social value.

Jeff brings Brand Strategy and Innovation expertise, with over 25 years’ international client-side experience across blue-chip organisations such as Nestlé / General Mills, Bacardi, Nokia and InterContinental Hotels. Roles such as Global Brand Director for Bacardi and Head of Global Activation for Nokia have given Jeff rich experience across the full marketing mix. His experience of leading global transformation projects in complex matrix organisations and high-pressure environments provides valuable insights and empathy for the realities of driving client-side change.

Having moved into consultancy, Jeff has led Purpose projects for a broad range of global blue-chip clients such as Unilever, Coca-Cola, KP Snacks, Carlsberg and Allianz, covering insights, strategy, positioning, culture, activation and measurement.

Jeff sees an authentic core Purpose as the essential foundation for 21st century organisational operating systems, providing the direction, energy and agility to effectively manage today’s VUCA world.

LINKEDIN

OUR ASSOCIATES

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.

ALEC RATTRAY

DAVINA GLEN

CHARLIE CURTIS

JUNE MASON

dan izbicki

MALCOLM HUNTER

DAVID O'HANLON

PETE KIRBY

OUR PARTNERS

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.

Purposeful Film & Media

Purposeful Film & Media

Corporate Movement for Sustainability

Corporate Movement for Sustainability

SDG Communications Partner

SDG Communications Partner

Sustainability Movement & Events

Sustainability Movement & Events

Sustainability Experts

Sustainability Experts

Purpose Measurement

Purpose Measurement

Purpose Specialist • Spain & Southern Europe

Purpose Specialist • Spain & Southern Europe

Branding & Digital • NY & Connecticut

Branding & Digital • NY & Connecticut

Advertising & Social Movement Comms

Advertising & Social Movement Comms

Strategic Market Research Agency

Strategic Market Research Agency

Games, Puzzles and Storytelling

Games, Puzzles and Storytelling

Sustainability Leadership

Sustainability Leadership

Progressive Creative Agency

Progressive Creative Agency

Qual Research • Co-creation • Ethnography

Qual Research • Co-creation • Ethnography