<p>In our latest look at purpose ads, Thomas Kolster, founder and creative director at Copenhagen-based Goodvertising, explains why Heineken and Lidl scored with environmental efforts—and how Apple missed the mark with its "Dear Apple" watch ad. Plus, we discuss Patagonia's bold new move.</p>

In our latest look at purpose ads, Thomas Kolster, founder and creative director at Copenhagen-based Goodvertising, explains why Heineken and Lidl scored with environmental efforts—and how Apple missed the mark with its "Dear Apple" watch ad. Plus, we discuss Patagonia's bold new move.

Purpose Marketing Hits and Misses Vol. 2

Marketer's Brief helps marketers stay ahead of what's changing—and decide how to respond.

Each episode focuses on the ideas, shifts and strategic tensions shaping marketing right now, from how leaders are thinking about growth, platforms and culture to how they're making trade-offs in real time. Conversations led by Ad Age editors and reporters surface patterns worth paying attention to and ways of thinking that can influence decisions at work.

Subscribe to sharpen your judgment and spot what matters early.

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Marketer's Brief helps marketers stay ahead of what's changing—and decide how to respond. Each episode focuses on the ideas, shifts and strategic tensions shaping marketing right now, from how leaders are thinking about growth, platforms and culture to how they're making trade-offs in real time. Conversations led by Ad Age editors and reporters surface patterns worth paying attention to and ways of thinking that can influence decisions at work. Subscribe to sharpen your judgment and spot what matters early.

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Purpose Marketing Hits and Misses Vol. 2

Purpose Marketing Hits and Misses Vol. 2

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