Wednesday 11th December, 2013
11:10am to 11:55am
We all went a bit gaga for doing good in 2013. Words like ‘purpose’ and ‘meaning’ are now entrenched in Adland terminology. Becoming a truly purposeful brand can involve a complete realignment and restructuring of a company. However, marketers can move more quickly and use agile, tactical thinking to initiate positive change in the world. In this session, we’ll be looking at how brands are using their creativity and clout to make a difference with actions that are rooted in their products and services.
Editor, Contagious I/O
Alex Jenkins is Editor of Contagious I/O – an online intelligence service focusing on the intersection of non-traditional marketing, emerging technology and consumer trends. Through Feed and the Contagious Insider consultancy division, Alex works with brands such as BBC Worldwide, American Express, Diageo, Universal Music and Xbox, writing in-depth specialist reports and delivering trend briefings and presentations.
Alex came to Contagious from the IPA, and prior to that he worked as a business journalist, copywriter, and film coordinator.
Outside of office hours, Alex has written web comedy for Channel 4, produced an album which somehow made it into the Billboard staff choices for 2005, and had his first book published in 2008.
Vice President of Environmental Affairs, Patagonia
Rick Ridgeway, is Patagonia’s Vice President of Environmental Affairs where he implements the company’s mission statement “to make products with no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis”. On his watch, the company has implementing vanguard environmental and sustainability initiatives including Freedom to Roam, Common Threads and the Footprint Chronicles, and he also co-founded the Sustainable Apparel Coalition. In addition to business, Rick is recognized as one of the world’s foremost mountaineers and adventurers, making the first American ascent of K2, considered the hardest mountain in the world to climb. He has produced and directed several documentary films, written dozens of magazine articles and six books. National Geographic recently honored him with its “Lifetime Achievement in Adventure” award. Rick lives with his wife in Ojai, California, and they have three grown children.
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