‘Purposeful’ BBD Perfect Storm wins Unilever’s Dove Men+Care

I see that London agency BBD Perfect Storm has picked picked up some global work, maybe all the work, for Unilever’s Dove Men+Care, previously handled by Ogilvy.

As such it’s a big feather in the cap for the UK indie.

Dove Men+Care is one of those “purpose” brands so beloved of new Unilever CEO Alan Jope and former CMO Keith Weed. Ogilvy has had its own purpose problem in the US recently with its work for the US government’s Customs and Border Protection agency (CBP) although we don’t know if that’s anything to do with this.

But agencies seems to be required to have their own altruistic purposes these days, by staff and some clients. BBD makes no bones about its purpose on the website.

Brands are living in an age of chaos and indifference, and consumers are more distrusting than ever.

Most organisations recognise the need for a clear statement of their ‘Purpose’; the organising thought that focuses activity and gives people a reason to care. But while plenty of attention has been paid to Purpose in theory, far less has been done about Purpose in practice.

We believe brands have a responsibility to shape culture and change the world for the better. By setting the agenda, tackling issues and igniting the heat in the conversation.

We believe customer attention is earned by addressing things they truly care about. With actions, not words. Purpose means nothing on paper.

We believe the only way to build brands is authentically, from the inside out. And we believe that doing good business is good for business.

Furthermore it has a division called New Macho, to “redefine how the world views masculinity.”

Job done, you might say.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.