Privacy Policy Razorfish Purpose Summit: Connecting Purpose to Performance Join us Tuesday, November 16th for a thoughtful discussion with some of the world’s leading purpose-driven brands Full agenda Why Purpose Fails Tuesday, November 16th, starting at 9:00 AM EST | Virtual Event The concept of the purpose-driven company is not new. What’s new is that what was once an outlier idea is now essential to be competitive, attract the best talent, and retain loyal customers. A new Razorfish study revealed that 62% of people say they buy on values. While more companies than ever are jumping on the purpose bandwagon, the unfortunate fact is most lack depth and conviction and fail in implementation and execution. Over half (53%) of marketers say they don’t believe they are acting on their own brand purpose, and 73% of marketers say their purpose doesn't live beyond their TV ads. Why is purpose falling at execution? Razorfish’s Connecting Purpose to Performance Summit aims to go deep into the power purpose can have when it is linked to performance. You’ll hear from industry thought leaders and brands like Dove and Carrefour, about their experiences on how their full commitment to purpose influences organizational direction and strategy, along with customer experiences and products – it’s not just virtue signaling through advertising campaigns and social posts. Join us for this virtual event on Tuesday, November 16th at 9 AM EST as we go beyond the stats and demonstrate with clarity how to get to purpose and drive it through the organization, how purpose manifests across the customer experience, when purpose can go wrong, and how to measure effectiveness. We hope you’ll join us to learn, and add your voice, to this important issue driving corporate strategy across all industries. Agenda Time Zone EST Local Purpose to Performance 9:00 AM — 9:20 AM EST (20 mins) Introduction and context: The power of purpose in driving impact on business and society, where purpose fails, and a brief introduction to Razorfish’s role in helping brands connect Purpose to Performance. Josh Campo President • Razorfish Nicolas Chidiac Brand and Experience Strategy Lead • Razorfish Dove: From Ads to Acts 9:20 AM — 10:05 AM EST (45 mins) We all know Dove through its powerful purpose and compelling advertising, but they’ve done more to implement their purpose than just great advertising. We’ll explore how Dove unlocked the power of purpose by putting it at the core of everything they do. Firdaous El Honsali Global Communications & Sustainability Director • Dove John Antoniello Executive Creative Director • Razorfish Carrefour: Acts for Food 10:15 AM — 11:00 AM EST (45 mins) How Carrefour, the French supermarket chain, accelerated the food transition movement and transformed its business, from a discount model to a food quality model, by putting concrete actions behind their purpose. Nathalie Jacquier Head of Brand and Marketing • Carrefour Anthony Yell Chief Creative Officer • Razorfish The Chasm Between Purpose and Action 11:00 AM — 12:00 PM EST (60 mins) 47% of marketers don’t believe in their own brand’s purpose, 72% claim they aren’t living up to their purpose through action. This panel will trade views on why purpose is falling at implementation. What are the causes and solutions to making more of a brand’s purpose? Marsha Cooke SVP, Global News and Special Projects • Vice Media Group Michael Diamond Clinical Assistant Professor, NYU School of Professional Studies, and Academic Director of its Integrated Marketing & Communications Department Jim Stengel Author, Professor, and Public Speaker; Former CMO • P&G Malavika Rao Senior Director, Brand Strategy • Razorfish Pulling Purpose into Experience 12:10 PM — 1:10 PM EST (60 mins) What impact does purpose have on a button on your website? How does it impact your retail experience? How does it influence the way your staff talks to customers? We’ll explore how leading brands are leveraging purpose to win through meaningful experiences. Ben Stuart Head of Growth & Transformation & Chief Marketing Officer • Bank of the West Donald Chesnut Chief Experience Officer • General Motors Joey Wilson Chief Performance Officer • Razorfish Melissa Randolph Global Social Media Manager • Corteva Transforming Grief into Joy 1:20 PM — 1:50 PM EST (30 mins) How an unusual DTC startup, called Eterneva, is transforming the grieving experience through purpose and consequently achieved triple-digit growth in sales and oversubscribed to $10 million series A funding. Adelle Archer CEO and Co-Founder • Eterneva Nicolas Chidiac Brand and Experience Strategy Lead • Razorfish Measuring Purpose 2:00 PM — 2:40 PM EST (40 mins) How should a brand measure purpose initiatives? What are the key metrics that should be explored? How do we create industry-wide benchmarks for transparency and consistency? After all, what can’t be measured can’t be managed. Sisi Zhang Vice President, Data Science & Analytics • Razorfish Tim Ashby West Coast Data & Analytics Lead • Razorfish Amanda Geer Director, Data Science & Analytics • Razorfish Share this article You Might Also Like Razorfish is proud to be part of Publicis Groupe, named a Leader in the Forrester Wave™: Loyalty Service Providers Q3 2021. Publicis Groupe is named a leader with top scores in 15 criteria spanning omnichannel loyalty strategy, customers insights services, emotional loyalty measurement and use, and more. Read more Goodbye Cookies, Hello Brave New Data Frontier Online data is changing. How you will be able to target, acquire, and interact with your audience in the future is unpredictable and ever changing. It’s time to understand these changes and embrace them. The time to take control is now. 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