Rob McFaul co-leads Mindshare Purpose, a practice set up to explore what the emergence of purpose-driven business means for Mindshare’s clients, the agency and the industry. Rob’s collision of careers in research, social entrepreneurship and brand innovation have led to his current role in supporting purpose-led transformation. He’s worked with a diverse range of organisations on how they can create positive change, from micro-business and local government in West Africa to starts-ups in London to some of Mindshare’s biggest clients. Rob is a co-founder of the Purpose Disruptors, a networking group for people in advertising, media and other creative industries to come together and explore how we might make the industry more purposeful and responsible.
What next for Purpose?
Talk of ‘purpose’ is everywhere these days. Purpose is more than a buzzword or marketing trend. But what is purpose? What’s driving businesses and brands to explore this emerging space? And why does the media and communications industry increasingly feel the opportunity and responsibility to drive positive change? In this talk, Rob McFaul shares stories and principles from brands that do purpose well, his experiences on how you can bring purpose into your work and his view on how the concepts underlying purpose will evolve too meet the challenges of the 21st century.