Now more than ever before, global brands are being judged, rated and sometimes berated for how they conduct their business. Seemingly banal content intended for internal audiences – everything from policies, procedures, values and business practices – is at risk of being unmasked and exposed to external audiences by their own hand or by others. At the same time, the ubiquity of data has created a more purpose-driven marketplace where companies have an opportunity to authentically lean into what’s trending in the cultural zeitgeist and communicate the social purpose behind their brands. Increasingly, the most effective way to do this is through purposeful storydoing, not just storytelling.
This session will take an in depth look at which brands that are effectively deploying a purpose-based narrative to drive both social impact and profit.
Betsy Cooper brings more than 15 years of experience as a strategic communications expert to her role as Managing Director at Kwittken. Her extensive experience in the food, travel and lifestyle communications realms has allowed her to create innovative and integrated media relations, social media and crisis communications strategies on both the agency and client side of the business.
In her role at Kwittken, she is responsible for the management of the company’s Canadian office, and provides strategic counsel to clients and staff alike. Kwittken Canada boasts a roster of high profile clients including Sleeman Breweries, Hisense, Leesa, American Express Global Business Travel, Orangetheory Fitness, DIALOG Design, Bushnell, and many others. Over the years, Betsy has also had the opportunity to develop, oversee and execute programs and campaigns for clients such as NABOB Coffee Company, Molson Coors, Labatt Breweries, Coca-Cola, General Motors, Yahoo!, Nike, Unilever, Atlantic Canada House, Tourism PEI and more.