Each spring, ahead of the Cannes Lions festival, a debate crops up in the industry about whether purpose-driven work should dominate industry award shows versus effective commercial work.
But for Kwame Taylor-Hayford and Sophie Ozoux, cofounders at purpose-driven creative agency Kin, purpose and effectiveness don’t have to be at odds.
The pair launched Kin in 2019 with a commitment to driving long-lasting, impactful brand platforms that drive social change. The agency works with brands including Ben & Jerry’s, Mailchimp and Delta Airlines to do just that.
In this episode, Taylor-Hayford and Ozoux chat about how they drive long-lasting purpose work for brands and share their advice for how brands should approach ESG projects — and respond to backlash, if it occurs.
Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts.
Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.
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