The Advertising Research Foundation Insights Studio Series – Brand Purpose: An Effective Advertising Response in a Crisis | Melissa Lee

 Hosted by: The Advertising Research Foundation 

Since 1936 ARF has been providing unbiased quality in research on advertising, media and marketing. Over 400 companies have utilized ARF for their knowledge, unifying standards and best practices. 

About the Event: 

In partnership with Kantar, ARF shared a newly developed best-in-class framework of Brand Purpose, which could be used to shape, guide and evaluate purpose campaigns even in the context of the evolving COVID-19 news environment.

“The only certainty brands face as they grapple with two drivers of uncertainty — a pandemic and recession — is the need to adjust their marketing and communications strategies. considered reliable and accurate can create a halo of trust that benefits brand advertisers.”

Moderators: 


Pandemics Politics and Business: Closing the Distance on the Future of Marketing 
J. Walker Smith Chief Knowledge Officer, Brand & Marketing, Kantar
  • Study was conducted in the Context of  a bigger dynamic in the marketplace going beyond the current COVID-19 ecosystem. 
    • The pandemic is a disruption to day to day lives. Universal concern of the impact on the economy. Data indicates that people are more concerned with disruption to their daily lives than their personal health. 
  • 71% vs 46%. Provides insight into the marketplace. Sets the stage for purpose. 
  • The  “D” word that matters Disruption not Disease. 
    • Disease is important. However, that is not what people are focusing on through this process. 
    • Disruption is what is shaping the future
  • “When you think of the pandemic through the lens of disruption we realize the future isn’t uncertain.”
    • We already know how disruption works. Since the turn of the 21st century there have been 3 disruptive events. 
  • Terrosim
  • Downturns
  • Pandemic 
    • We have learned from the past ways in which disruptions work it clears the way for underlining trends and accelerates their place in the marketplace. Ultimate this allows them to assume mainstream dominance
  • Brands must step up in order to help society see potential and instruct them to live a fulfilling life. People want brands to change society 
  • People want brands to be positioned to self. Buying became the pathway for a better self then came the creative era selling the attributes of the people buying the product versus the actual product 
    • Now expect brands to contribute to a better society 
    • Shift in the company mission and vision to include stakeholders
  • Sustainability (Personally patagonia comes to mind) black rock CEO made a statement the importance of addressing global warming 
  • Nike and Colin Kapernick how brands deliver purpose despite controversy
  • Paradox consumers want brands to take a stand without taking a side. How can they do this without alienating people? 



  • Big brands that consumers trust are succeeding in this current disruption. 
  • Brands have a higher rating than state and local governments in this public role; it's about providing something to society. 
    • Helpful and informative 


  • During COVID-19 brands have had to step up and take a more active role in being helpful and informative in order to survive during these times and to make an impact in society. 

Opinion: 
J. Walker Smith makes several points that are of significant note. One of the most interesting statements he made was that 71% of people  are concerned about disruption while only 46% are concerned about personal health. This data point leads him to the truth which is that we are more concerned with disruption then the actual disease. 

Another point of interest he makes is that disruptions clears the way for underlining trends and accelerates their place in the marketplace. COVID will ultimately signify which brands shall have mainstream dominance. This point brought to mind the decline of malls and department stores. Underlying trend with Barneys closing its doors for good in 2019 but for retailers like Macy’s and Sears have been holding on for dear life for quite some time. The disruption will likely be the push that makes the retailers close for good. While brands such as Amazon and Target have thrived during these times will now have an unchallengeable mainstream dominance. 


Kantar Brand Purpose Report 
Paul Donato Chief Research Officer, ARF
  • Study was conducted to provide a benchmark for purpose. 
  • Why do they fail?  
    • They have great creativity but the strategy is where the connection fails. You can’t make the consumer think too hard. 
  • Defining purpose: Awards define authenticity and the connection between a brand and the purpose driven outcome. 
  • Example: HP what people think the average american family looks like 
  • Commercially successful. TV has been a great place to showcase purpose. Use purpose for brand strength and appeal.

Cracking Purpose Report: Best in Class Purpose Executions
Sarah Capers Head of Brand, North America, Kantar
  • Framework for executing on purpose
  • Want to look at campaigns categorized as purpose but also appealed to consumers.
  • Utilized social listening and looked at awards. 
    • Looked for a diverse list to get a diverse purpose to understand what the biggest learnings were. 
    • Compiled 45 campaigns and analyzed them within different lens.
  • Culture, changing human attitudes, social and equity impact.



  • The framework:
    • Create an authentic framework
    • Center people in the brand. Involve them. Let them tell their story
    • Drive social change by solving a problem. Commit to long term impact.



  • Gillette 
    • Wasn’t the first time Gillette addressed this topic they had been building this precedent. There was an activation on fathers day that preceded “The Best a Man Can Be” 
  • Patagonia 
    • Doesn’t come up with the ideas on their own, looks to non profit relationships to glean interesting advocacy ideas they partner with the people that care to understand what the most relevant executions should be.
  • Purpose campaigns should help solve a tangible problem (make and deliver on a promise. Will boost credibility. tap into culture and be here for the longhold 

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