The future of business starts at the front line. And the front line is diversity. Diversity of content and purpose. Brands with purpose grow twice as fast as others. And the challenge, and the purpose, for Marketing, Communications and Public Relations (PR) is to help organizations become visible and relevant.

An organization that has a well-defined purpose is easy to understand and manage, as a common purpose unites and unifies employees and helps them understand the direction and orientation of the organization. Purpose is the meaningful and enduring reason for an organization to exist that aligns with long-term financial performance, provides a clear context for final decision-making, and unifies and motivates employees. stakeholders relevant.

It can be summarized in three points: the first is to be true, to be where the products and services are. Secondly, do it well, embedding purpose in the brands. And third, be unmissable, be available, make sure you are accessible.

There is also the challenge that society is moving faster than advertising, which implies, and requires, the need to let go of stereotypes. Through inclusive marketing and global reach. The ability to place global marketing strategies is increasingly important, and collective action is required to build the role of business at the forefront.

All this implies attention to the new marketing and communication formats that are emerging to help brands and organizations acquire reputation. There is, for example, a dynamic in which brands are choosing the social networks instead of ads, and this content is moderated by multiple humans so that it is not abused.

At the same time, creativity is the key word. Which means that the content does not have to be perfect. It has to be authentic, real and brave, made by a new generation of content creators who aim to diversify this content through training and innovation to broaden and grow their audience.

This type of dynamic and phenomenon requires an agency that responds to the various challenges by placing integrated Marketing Communications at the forefront of business and has the ability to do so. expertise e know-how to energize content with purpose for an organization to thrive and achieve its goals.

This implies a parallel and continuous work within the Marketing, Communication and PR of an organization, revealing, announcing and promoting this change, both inside and outside the organization, so that all stakeholders are part of it, creating a dynamic that is a motivation for both employees and management to acquire and develop reputation.