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Is the ‘business of business’ to create value for shareholders, or value for the world?
Following on from the success of The Economist BIG Debate at Cannes Lions 2018, this session will see Zanny Minton Beddoes, editor-in-chief of The Economist, host a debate on whether marketers have become so distracted by having a ‘purpose’, they have forgotten their commercial reality – to sell products/services and drive profit. The debate will focus on the value of brand purpose, the impact on sales and whether consumers continue to perceive for-purpose campaigns as a benefit to the world and community, or as a ruthless sales tactic?
Date: 19 Jun 2019
Location: Debussy Theatre, Palais I
Timings: 12:45 - 13:30
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