Thomas Kolster aka Mr. Goodvertising talks about why brands need to transform and how the advertising industry needs to shift from fast ideas to entrepreneurial ideas.
Host: Christian Budtz
Shortcuts:
03:10 How the Copenhagen Climate Summit triggered Thomas to take action /
06:00 Thomas' mission behind his first book "Goodvertising" /
08.00 The influence from Oliviero Toscani /
12:00 How P&G CMO Mark Pritchard championed the company's sustainability agenda /
16:00 The challenge of sustainability wear-out and trust decline /
19:50 How brands need to move from 'purpose' to 'transformation' /
21:40 Thomas talks about his latest book "The Hero Trap" /
24:20 Companies need to ask: Who can we help people become? /
25:25 How KIND Snacks promote kindness /
27:30 Companies fail to empower people's creativity /
28:40 How the Movember movement allowed people to engage /
30:30 The role of creativity in driving change /
39:20 Thomas talks about optimism and risk-taking
Thomas Kolster aka Mr. Goodvertising talks about why brands need to transform and how the advertising industry needs to shift from fast ideas to entrepreneurial ideas.
Host: Christian Budtz
Shortcuts:
03:10 How the Copenhagen Climate Summit triggered Thomas to take action /
06:00 Thomas' mission behind his first book "Goodvertising" /
08.00 The influence from Oliviero Toscani /
12:00 How P&G CMO Mark Pritchard championed the company's sustainability agenda /
16:00 The challenge of sustainability wear-out and trust decline /
19:50 How brands need to move from 'purpose' to 'transformation' /
21:40 Thomas talks about his latest book "The Hero Trap" /
24:20 Companies need to ask: Who can we help people become? /
25:25 How KIND Snacks promote kindness /
27:30 Companies fail to empower people's creativity /
28:40 How the Movember movement allowed people to engage /
30:30 The role of creativity in driving change /
39:20 Thomas talks about optimism and risk-taking