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Purpose has been replaced by greenhushing as corporates and their marketing teams eye regulators with caution and an apparent turning of consumer-investor sentiment. But Infosys global CMO, Sumit Virmani, says purpose isn’t dead. Brands just have to actually deliver on the promise, though Virmani agrees clarity is needed if marketers are going to harness purpose as a strength, not a crutch. Meanwhile, he unpacks how AI innovation – marketing’s other whopper topic – can drive success and exactly how it’s doing so for both Infosys and the AO at this year’s grand slam.

Jacques Bergh, Marketing Manager for Quadrant and LAI-owned Kingpin brand, wouldn’t give up his in-house creative studio for anything. Why? Under 5 per cent fix rates, big productivity gains, 50 per cent-plus cost reductions on campaign work, more consistent brand messaging and ever-more sway with cross-functional business teams. “We’re miles better off as we are now”, says Bergh, who is bullish enough to want to put his team’s work up against any standalone agency willing to challenge him on creativity. He’s not the only one singing from the in-housing song book. Per the In-House Agency Council’s latest report, 78 per cent of organisations surveyed have some form of agency handling the work an external advertising, media or marcomms agency would otherwise do. Yet there are hidden costs and considerations – and keeping staff motivated and creativity alive and thriving are high on Bergh’s to do list.