Please join the PRCA ICG Group on the evening of 27th March. Please arrive at 18:00 for an 18:30 start.
Event Type: Group Event
Address: Balderton Capital The Stables, 28 Britannia Street, London, WC1X9JF
With the rise of the conscientious consumer, more brands are providing an appeal beyond consumerism in a bid to differentiate themselves. Purpose-driven business have been shown to out succeed competitors in terms of customer loyalty, employee engagement and accounting measures, but is this just a fad? When it really comes down to it, what does the consumer intrinsically care about?
If this is the way of communications strategy as we know it, what do we need to consider? After seeing a rise in ‘purpose washing’ last year, insincere, forced or inconsistent attempts can backfire - hard. As an independent consultant, you need to be equipped with all the skills and know-how to weave your clients purpose into their communications strategy with integrity, authenticity and respect, if you're going to execute a campaign that evokes brand loyalty.
Alice Weightman CMPRCA, CEO of The Work Crowd, Hanson Search and Chairman of the PRCA Independent Consultant’s Group will lead a panel discussion on ‘Communications with purpose - Fad or future?'
An expert panel will cover topics including:
- Building trust, brand loyalty and differentiation
- What do consumers want and what to avoid
- Achieving a sustainable purpose built for success
Kate Hinton, Founder, Trust PR, and Independent Consultant:
Recently shortlisted for the PR Moment Awards, Kate is a creative, results driven PR and Public Affairs professional, who has worked in senior in-house roles delivering on campaigns that have led to significant policy change. For the past 8 years she has been freelancing and has a portfolio of clients covering a range of sectors including travel, education, transport, energy, housing and the environment. She has also led on delivering the PR for the first ever National Clean Air Day delivering over 550 pieces of coverage and recently been working with London stakeholders and influencers, including London boroughs, London Councils, Tfl, and the GLA.
Eleanor Turner MPRCA, Director, Head of Corporate Reputation & Purpose, Porter Novelli:
Eleanor heads up Porter Novelli London’s Purpose practice – helping clients define their authentic role and value in society, embed this internally and amplify this externally, whilst growing their business. Previously Head of Corporate Responsibility for Prudential UK, a leading savings & investments company and previous agency experience as a Senior Consultant at Salter Baxter, whereby she supported corporate clients with sustainability strategy and communications and running Glasshouse, an award winning sustainability communications consultancy.
Prior to Prudential, in-house experience was gained as a Senior Manager for Tesco plc, where roles over several years included heading up corporate communications for Tesco in Thailand and driving the development of the company’s sustainable sourcing strategy.
Ian Spooner, Co-Founder at The Spirit of One
Ian began his career in marketing working for integrated agency Black Cat. He played a key role in their early digital offering and subsequently joined ex-colleagues to build a digital agency, working with the likes of Betfair, News International, Disney Channel and Starbucks.
He joined Global Ethics (owner of One Water) in 2010 where he helped to build a strong online presence and drive product innovation. In 2017 he founded Global Ethics Liquor Co, taking the One brand into the world of premium spirits with the launch of One Gin. In the last 2 years, he has grown the brand, securing national listings in the likes of Tesco and John Lewis & Partners, and raised almost £15,000 for The One Foundation.
Join us for an insightful evening and an opportunity to network with like-minded freelance professionals over a glass of wine.
This event is worth 15 points in the PRCA CPD Programme.