When it comes to understanding the role of purpose in defining corporate value and reputation, John O’Brien begins 100 years ago. Recalling the industrial philanthropists of the early 20th century, O’Brien draws a direct line to the development of the stakeholder model for capitalism—and what it means for the communications function today.
There are not only “demands for companies to behave differently,” he explained in his keynote for AMEC’s 2021 Summit on May 26. They must effectively communicate what they have done.
O’Brien, managing partner, EMEA for Omnicom’s One Hundred Agency, has co-written a book with David Gallagher, president of international growth and development for Omnicom, examining the role of purpose in today’s communications. The book, “Truth Be Told: How Authentic Marketing and Communications Wins in the Purposeful Age,” makes the case that in this era of corporate activism, the ability to live your values will be paramount for growth and success.
Beyond a marketing tool