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  3. Translating Purpose into a "Blueprint" for Positive Action

Translating Purpose into a "Blueprint" for Positive Action

A partnership event with The Financial Services Forum

16:00, 25 November 2021

Purpose is a cornerstone of reputation.
But stating purpose and being purposeful are not the same thing.

In the last 18 months, use of the term “purpose-washing” has grown. World events like the pandemic and COP26 have accelerated demand for organisations to show how their actions help the world. There is also a sharpened focus on those who say they do, but don’t.

The ‘purpose gap’ between words and action is where many come unstuck. It is also where purpose can have the greatest, transformative impact.

In 'Translating Purpose into a "Blueprint" for Positive Action', Lansons' Director and Head of Marketing Communications, Claire Southeard hosts Sally Allan, CMO at Wealthify, Robin Nuttall, Partner and specialist in ESG at McKinsey, and Suzanne Ellis, Director and Head of Communications for Change and Transformation at Lansons.

    The panel will explore the relationship between the why and the how of purpose, its relationship with ESG, and the value of getting both right. We will hear from those who are successfully living their organisation’s purpose through action, as well as practical tips and ‘watch out’s’ for bridging the purpose gap.

    This is an FSF and Lansons partner event, open to non FSF members.

    Financial Services Forum Translating Purpose Lansons LDN NY 1200x900

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    Events Speakers

    Claire southeard 7144

    Claire Southeard

    Board Director and Member of Management Team

    Claire is a marketing communications specialist with nearly 20 years’ experience developing integrated strategies for clients in financial and professional services, retail, Government, healthcare and FMCG.

    Robin Nuttal

    Robin Nuttall

    Partner at McKinsey & Company

    Robin Nuttall is an Expert Partner in the London office of McKinsey & Company. Robin co-leads McKinsey’s Regulatory and External Affairs Practice and serves clients on ESG (Environment, Social, Governance) and Purpose topics across a range of sectors. Before joining McKinsey, Robin was a Research Officer at the Institute of Economics & Statistics, Oxford, where he published on antitrust policy for regulated industries and co-authored the first book covering the EU Merger Control – “Merger in Daylight”. Robin holds an economics doctorate from Oxford, was a Henry Fellow at Harvard, and has masters and undergraduate degrees in economics from Cambridge.

    Sally Allen Wealthify

    Sally Allan

    Chief Marketing Officer at Wealthify

    Sally Allan is CMO at Wealthify, having joined the digital investment service as part of the founding team back in 2014. Since launch, Sally has been instrumental in building the trust and brand credibility that has been so crucial to Wealthify’s success to date. Alongside leading the Marketing and Communications teams at Wealthify, Sally has spearheaded efforts to articulate a clear purpose for the company – inspiring anyone to build their future wealth. She is currently working with colleagues to define specific commitments that will allow Wealthify to continue living and breathing this purpose. With 26 years in marketing, Sally’s expertise sits within the financial services sector. She has previously led the brand and marketing communications at Principality Building Society, Great American Insurance, and more recently at insurance comparison start-up ActiveQuote.

    Suzanne ellis 5433

    Suzanne Ellis

    Board Director

    Suzanne helps organisations communicate during change, building engagement to influence and support desired behaviours among employees, customers or stakeholders. With more than 20 years’ consulting experience, she uses an insight-led approach that draws on the latest psychological research to effect real change. Most recently, she’s spent time helping organisations communicate and activate their Purpose internally: from onboarding leaders to engaging employees to co-create strategies for action.