MSLGROUP Launches Global Purpose Offering: “PurPle”
Moves Business from Classic CSR to Collaborative Social Innovation
(3BL Media) 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, GE India, 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) and Ann Erhard (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.
About MSLGROUP
MSLGROUP is Publicis Groupe’s strategic communications and engagement group, advisors in all aspects of communication strategy: from consumer PR to financial communications, from public affairs to reputation management and from crisis communications to event management. With more than 3,400 people, its offices span 22 countries. Adding affiliates and partners into the equation, MSLGROUP’s reach increases to 4,000 employees in 83 countries. Today the largest PR network in Greater China and India, the group offers strategic planning and counsel, insight-guided thinking and big, compelling ideas – followed by thorough execution. Learn more about us at: www.mslgroup.com + http://blog.mslgroup.com + Twitter + YouTube.
About Publicis Groupe
Publicis Groupe [listed on the Euronext Paris Exchange - FR0000130577 - and part of the CAC 40 index] is the world's third largest communications group. With activities spanning 104 countries on five continents, Publicis Groupe offers local and international clients a complete range of advertising services through three global advertising networks, Leo Burnett, Publicis, Saatchi & Saatchi, and numerous agencies including Fallon, 49%-owned Bartle Bogle Hegarty, and Kaplan Thaler Group. VivaKi combines digital and media expertise, allowing toconnect with consumers in a holistic way, with Starcom MediaVest Group and ZenithOptimedia worldwide media networks; and interactive and digital marketing led by Digitas and Razorfish networks. VivaKi develops new services, tools, and next generation digital platforms. Publicis Groupe’s specialized agencies and marketing services offer healthcare communications with Publicis Healthcare Communications Group (PHCG, the first network in healthcare communications), sustainability communications and multicultural communications. With MSLGROUP, one of the world's top five PR and Events networks, expertise ranges from corporate and financial communications to public relations and public affairs, branding, social media marketing and events. www.publicisgroupe.com
