Nick Asbury (UK) on the (non)sense of purpose marketing

Does your agency have a purpose? And what about the clients in your portfolio? Author, poet and anti-purpose thinker Nick Asbury thinks the pendulum has swung too far. Does a mayonnaise brand need a purpose? How can your agency make a positive impact without being tacky? And how does purpose affect the credibility of your agency and your brands? We let Nick loose in the playground of purpose, and got a super interesting podcast out of it.

Reading tip: Nick Asbury wrote a whole series of blogposts on the subject, which you can find on his Substack (https://nickasbury.substack.com/). And then there’s his book ‘The Road To Hell’, on which this podcast is based.

Chapters

• 0:28 Introducing Nick Asbury
• 2:46 The problem with purpose marketing
• 18:58 “It’s not a principle until it costs you something” - Bill Bernbach
• 27:49 The value of B Corp Certification
• 35:20 Focus on who you work for, not who you don’t work for
• 46:39 Tips for doing well