MSLGROUP LAUNCHES GLOBAL PURPOSE OFFERING: “PurPle”
New Unit Moves Business from Classic CSR to Collaborative Social Innovation
Paris, May 29, 2012: MSLGROUP, Publicis Groupe's strategic communications and engagement network, today unveiled a comprehensive global offering that connects its cause, responsibility and sustainability resources, experts and specialized services together. Called PurPle (Purpose + People), the new offering will guide organizations and companies in building and communicating purpose-led business strategies that put people at the center. Using the latest social and digital tools for Collaborative Social Innovation the approach will help agency clients partner with communities, governments, customers and employees to co-create solutions to the world's toughest problems. The specialty will be led by Pascal Beucler, Chief Strategy Officer of MSLGROUP and Scott Beaudoin, global director, PurPle.
The global PurPle offering will connect a team of more than 100 experts in cause, citizenship, sustainability and related areas that impact business strategies today. At present this team handles over $25 million of business in the category, working on breakthrough purpose-inspired projects for clients including Kellogg's, Perfetti Van Melle and Dell.
Pascal Beucler, Chief Strategy Officer at MSLGROUP commented, "What it means to be a good corporate citizen has evolved from Green (environment) and Blue (sustainability) to Purple (Purpose and People). Tomorrow's successful PurPle companies and brands will be the ones that drive more rapid and meaningful change in society and business through the co-creation with stakeholders of shared value, and a shared purpose in society."
MSLGROUP's approach is grounded in the new triple bottom line - purpose, performance and participation. By putting people at the center of its proprietary strategic communications process, it will counsel clients on unlocking a company or brand's true north. "In building this program, our goal was not only to assemble our global resources, but to identify and fully examine the new dynamic in purpose programs. We believe that our new approach, along with our depth of services, experience and current work make us the best partner to help clients to navigate the future." said Beaudoin.
With a strong reputation in the cause and corporate responsibility arenas, MSLGROUP today is rated as the leading global agency in the category by Corporate Responsibility Magazine. The network has won a number of awards for its purpose programs over the years, including the first-ever Cannes Lion award for a purpose program, P&G's Protecting Futures.
MSLGROUP's PurPle offering is full-service, providing clients with advice on branding, change management, corporate reputation, employee engagement, cause marketing, social, digital and experiential engagement, public affairs and crisis/issues management. In addition, the PurPle approach and offering relies heavily on crowdsourcing and insight generation. To this end, PurPle will leverage MSLGROUP's dedicated platform 'The People's Lab', which enables companies and institutions to gain a rich understanding of issues, situations and aspirations relevant to their business. Regional leads for the program include Gaurav Mishra (Asia), Martin Dohmen (EMEA), Anne Erhard and Sheila McLean (both Americas).
The launch of PurPle marks the start of a series of roadshow events in local markets, beginning with the Cause Marketing Forum in Chicago, May 30th and culminating in MSLGROUP's PurPle panel event at the Holmes Report's Global PR Summit in Miami on October 29th.