s purpose rarely exceeds ten per cent across fourteen purpose-led brands; a rebuttal in The Drum arguing that recall is a different question from effect and that the institute
s purpose rarely exceeds ten per cent across fourteen purpose-led brands; a rebuttal in The Drum arguing that recall is a different question from effect and that the institute. Cited in 1 article on this site.
What our sources record
Reproduced as it was written when this source was checked, figures and all.
s growth piece rested on a handpicked set of five brands; a secondhand reference to Peter Field's IPA work reporting purpose campaigns weaker than non-purpose ones; and a statement that Felipe Thomaz of Oxford's Said Business School has a peer-reviewed paper on a thousand campaigns in preparation. NONE of this is citable at the published record and all of it reached us through trade press reporting other people's unpublished analyses. Record that we looked, name the gap, cite none of it.