In the world of marketing, finding the right balance between purpose and profit has become a subject of ongoing debate. One might wonder what Terry Smith, founder and CEO of Fundsmith, an investment management company, would think about the recent success of the Barbie movie. Mattel’s venture into the theatrical realm aligns with their brand purpose of ‘inspiring the limitless potential of every girl,’ leading to a remarkable 20% surge in their share price since the beginning of 2023. This surge, particularly prominent since late June in anticipation of the film’s release, raises intriguing questions about the interplay between purpose and financial success.

Our Senior Strategist Olivia Minoprio breaks down for LBB the importance of weirdos, oddballs, and surprises in advertising — and why brands need to let their freak flags fly.

Our Head of Agency Marketing + Impact breaks down how while the world of sports is changing for the better, it’s the job of brands to make sure that they’re not being left behind in an increasingly progressive world.

Our CEO Helen James has spoken to Marketing Week about the election just gone — and how politics is failing female voters. What can parties do to turn things around, equalise the voting landscape, and encourage more connectedness between audience and politicians?