In the past decade, an increasing number of companies have thrived by imbuing their purpose and values into their brand. And by doing that in a differentiated way. Some have done this by confronting social issues such as diversity, climate change and sustainability, igniting action for positive change. Others have broken the norms of the category they operate in, and stood out from their competitors. Join marketing thought leader Andrew Baxter to examine the pillars to a brand purpose that differentiates, inspires, builds authenticity, and creates loyalty among your customers.  

Clock Hours: 0.75
Domain: Domain I: Marketing
Session Type: Concurrent Session

Individual Session Link


Andrew Baxter



Andrew Baxter has been successfully leading major professional services firms for well over a decade. This included time as the CEO at Ogilvy which saw the agency create iconic campaigns such as AAMI’s “Rhonda and Ketut” and Coca-Cola’s “Share a Coke”. He is a sought-after speaker on Marketing and Communications, and in 2017 was awarded the Australian Marketing Institute’s Sir Charles McGrath Award for his significant contribution to the field of Marketing. This, along with 30 plus years’ experience as a non-Executive Director, has proven Andrew to be a strong strategic thinker who drives growth in his own and his clients’ businesses. He’s a respected leader of teams, and a trusted advisor to Boards, CEO’s, CMO’s and CIO’s.
November 7 @ 14:00
14:00 — 14:45 (45′)

The Parisian Macao Studio 1

Andrew Baxter