At The Comms Lab, it helps the advertising industry become more purpose-led. 

It was launched in 2015, with the report Reclaiming Agency, which highlights the strategic opportunity for agencies to take the ‘purpose-turn’; defining and embodying the positive impact they want to have on society. The research reveals how purpose is an opportunity when it comes to talent, clients and industry positioning. It believes that purpose has the potential to disrupt the industry in the same way digital has done.  

Since its launch, the purpose wave has picked up speed with the IPA, AA and D&AD all launching new purpose-led initiatives; individual agencies innovating; networks getting on board with initiatives like Common Ground where the Big Six committed to each tackling a different Sustainable Development Goal; and clients beginning to demand it of their agencies with Sue Garrard of Unilever stating her preference for working with agencies that are leading on purpose.

It works on an industry, agency and individual level, combining decades of industry experience with the latest thinking in social innovation. Its team includes planners, innovation specialists, creatives, coaches and community builders.