Post by Thomas Kolster

Mr. Goodvertising. I helped build the purpose marketing movement. Now I’m challenging it.

We’ve been chasing attention for 20 years. Maybe we’ve been asking the wrong question. Yesterday at LIONS Impact Hub, Cannes Lions, I sat down with Guilherme Martins (Marketing EVP, Diageo Brazil) and Ionah Murahovschi Kochen (VP Marketing, Nestle Brazil) to talk about what comes after the attention grab: intentionality. The shift isn’t subtle. Diageo is building moderation into their growth strategy and doubling the category. Nestlé is using data not to target harder but to connect more meaningfully across generations. Both are finding that doing right by the consumer and driving business results are the same move. Remove the do-good hat. It’s just good business. ACT Responsible

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