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Harness the opportunities for marketing in the age of purpose and learn why it's so important to be a 'truth teller' by creating authentic communication campaigns, generating honest content and avoiding accusations of 'purpose washing'.
List of contents
Chapter - 00: Introduction; Chapter - 01: The world - what you need to know; Chapter - 02: The truth - what we mean by it; Chapter - 03: The why - understanding the context of truth and purpose; Chapter - 04: The where - finding truthful purpose in business; Chapter - 05: The way - how your culture is key; Chapter - 06: The how - audiences and stories; Chapter - 07: The what - understanding your channels; Chapter - 08: The wow - how to measure success; Chapter - 09: Activate NOW;
About the author
John O'Brien MBE is a highly experienced senior executive, non-executive and special advisor, with extensive cross-sector leadership on ethical and sustainable business purpose and its related Public Relations, reputation management marketing and public campaigning aspects.
A recognized expert and bestselling author, O'Brien has held appointments as Chairman, CEO and MD of various business and social enterprises over the last thirty years, with operations covering more than twenty countries in Europe, North America, the Middle & Far East, and over half of the FTSE 100.
He has advised members of two overseas royal families, various UK Governments, and previously spent ten years as HRH The Prince of Wales's personal Managing Director of programmes at the business network BITC, leading CSR and Sustainability initiatives.
In his role as a social changemaker, O'Brien has supported various charity agendas and created several renowned mass public engagement campaigns, including the 2012 'Jubilee Hour' which the UK Government recognized as the largest mass mobilization of volunteers since WW2 (with 2.7 million participants and a WW1 commemorative initiative). As a result of these and other projects, he was appointed by Her Majesty The Queen as a member of the most honourable order of the British Empire.David Gallagher, based in London, UK, heads international growth and development for Omnicom PR Group. He is co-chair of the PRCA Ethics Council, past ICCO president, past Cannes Lions jury president and serves on the court of the London School for Hygiene & Tropical Medicine, among other advisory boards.
