How Purpose Can Shape Agencies in 2021

5 shops share their journeys

Purpose can build a strong foundation for agencies and their clients. Filo/Getty Images

In 2019, deliberating Adweek’s Agency of the Year, the jury noticed something about McCann’s work that was submitted: there seemed to be a lot of work that leaned into purpose. The agency’s signature campaign for Microsoft’s Adaptive Controller was well-known and high-profile. But other work for brands like L’Oreal, Mastercard, Ikea and GSK proved that purpose and commerce could live in harmony.

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.