Purpose-Driven Marketing: 10 Trailblazing Startups to Watch
In his seminal 1988 essay "The Power of Purpose", Prof. Philip Kotler revolutionised the field of marketing by observing that
"the best way to predict the future is to create it"
. Over 30 years later, this ethos has never been more pertinent. With 77% of consumers loyal to purpose-driven brands (according to the 2020 Edelman Trust Barometer) and Mckinsey’s 2018 research showing that businesses with strong purpose orientation see better growth metrics, the transformative power of purpose in shaping global brands is undeniably meritorious.
But purpose isn't just a nice-to-have, it's an essential driver for modern marketing strategy. In an era where consumer expectation and demand are significantly ahead of the game, there's never been a more critical time for marketing leaders to innovate.
Step into MAD//Fest’s 'House of Innovation', the epicenter where pioneering thought meets disruptive technology. To whet your taste buds for what’s in-store, watch out for this roster of 10 revolutionary startups, setting new benchmarks in the sphere of data-driven, purpose-driven marketing; crafting not just a product, but an experience, a mission, a movement. Welcome to the future of marketing: It's purposeful, it's value-driven, it's trailblazing, and it's here.
Exploring New Dimensions: Meet MonkeyXR
Diving into the realm of extended reality (XR), MonkeyXR, located in the tech-forward city of Berlin, is redefining the way brands interact with their customers. Dedicated to harnessing AR, VR, MR and even NFTs, they push the creative threshold, creating immersive experiences unique to the marketing landscape. They don't simply use cutting-edge technology; they actively shape it to drive engagement, an effort that aligns perfectly with Kotler's philosophy of creating the future. This distinct blend of strategy, creativity, and technology enables them to deliver not just purpose, but also deep and meaningful connections for brands. Their proprietary data tracking and real-time reporting support their commitment to creating purposeful experiences anchored in the real metrics. MonkeyXR is not content to predict or follow the future - they're here to build it, one immersive experience at a time.
Connected Circles : On a Mission to Connect Brands and Stakeholders
In the thriving city of Amsterdam, Netherlands, a visionary startup shines a light on the power of purpose-driven promotions. Connected Circles lives by a simple yet profound mantra: aiding purpose-filled firms, C-suite leaders, and their teams to spark significant dialogues online and foster positive interactions with their stakeholders. They believe in the productive clout of purposeful marketing techniques and utilise cutting-edge technology to deliver impactful conversations within the digital sphere. Still, their approach is shrouded in a veil of mystery, as the particulars of their tech innovations and solutions remain undisclosed. A deeper dive into the maze of Connected Circle’s digital offerings could unravel the promising potential of their contribution to the realm of fast-moving consumer goods. Understanding their scope and scalability would provide vital insights into their longevity and growth prospects. Yet untold, the narrative of Connected Circle’s unique contribution to purpose-driven marketing incites anticipation for what lies ahead.
Not Selling Liquid Embracing the Fusion of Fashion and E-commerce.
Based in the heart of urban Amsterdam, Not Selling Liquid has carved a unique niche in the armature of startups. Redefining the connection between e-commerce and the fashion industry, the team has fostered a fusion that transcends commercial transaction. By building, managing, and amplifying the digital presence of purpose-led brands, they foster connections that sustain brand relevance in the dynamic landscape of e-commerce. Yet, Not Selling Liquid stretches beyond just confluence of fashion and e-commerce. What sets them apart is their approach towards transforming e-commerce itself by uncovering new territories of digital engagement. This startup is compelling not because it's redefining marketing alone, but rather through its ability to captivate audiences by creating an immersive culture where e-commerce is interwoven with artistry, innovation, and cutting-edge fashion trends. A company to watch in the realm of purpose-driven, data-informed marketing.
Rebellion7 : Orchestrating Digital Rebellion With Purpose
Among the burgeoning community of startups, Rebellion7, the Edinburgh-based digital creative hub, channels its unbridled ethos into birthing web and app revolutions for the purpose-driven brands. Basking in its trail of over 100 launched projects, Rebellion7 has made its mark as a global catalyst, enabling brands to breach new market territories and expedite growth. They offer a bouquet of digital services ranging from website and app development to creative direction and digital marketing. Their ethos of 'revolutionary outcomes', 'sustainable scalability', and 'beautiful experiences' positions them as the pioneers of designing purpose-led, digital experiences, striding ahead in the domain of purpose-driven marketing. Using their original arsenal of strategy, design, and development, Rebellion7 paves the way for brands dedicated to global betterment, altering the digital landscape with their dedication to positive disruption. In the final analysis, Rebellion7 is not just a digital partner, but an ally in inciting a rebellion for a purpose-laden digital realm.
Ad4Good - Redefining Responsible Advertising
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In the bustling alleyways of Paris's vibrant tech scene, Ad4Good is carving out a path towards responsible advertising. This innovative startup is fashioning an entirely new approach to ad campaigns, built not just on efficiency and reach, but also on goodwill. Through their groundbreaking solidarity bidding technology, Ad4Good fosters a more virtuous advertising ecosystem that emphasises social impact. They've breathed life into the first-ever, solidarity automated media buying solution, revolutionising the modus operandi for digital ad campaigns. Beyond this technological feat, Ad4Good embeds charity into their business model, directly demonstrating the social impact of advertising. However, the startup occupies a niche: rather than traditional consumer goods, their battleground is the digital domain. Despite this specialisation, Ad4Good's approach suggests a broader trend: To win the ad game, startups are betting on purpose over pitch.
The Robins : Crafting the Story of Purpose
Emerging from the Netherlands, we discover The Robins - a power-packed collective of marketing professionals who champion strategic storytelling. Recognising purpose as the backbone of existence, The Robins steadily translate the ‘raison d’être’ of Tech, Food, and Innovation brands into compelling content, meticulously fashioned for diverse demographic subsets. They're not just bout it; they go beyond the common margins of content creation - using purpose-driven marketing to leverage the social benefits of technology, particularly in the critical spheres like mobility, sustainability, and elderly care. Their emphasis? Magnify the societal impact, and you amplify your brand’s resonance with consumers. And in a world increasingly seeking authenticity and purpose, The Robins, with their sincere storytelling strategies, just might be the marketing maestros brands need to aid them in their journeys of creating intentional futures.
Unifying Digital Strategy: PlatformCore
Situated in Nanterre, France, PlatformCore gears up to redefine digital marketing strategy. Realising a labyrinthine network of protocols and platforms hamper optimal digital strategy execution, PlatformCore enters the fray. With integration at its core, PlatformCore offers an all-encompassing solution; its platform converges various elements of digital marketing under a unified, manageable, and straightforward system. From marketing tools, SEO optimisation, influence marketing, to content and marketplace management, the platform presents a comprehensive solution to a fragmented digital landscape. Yet, shattering the silos in the digital world is just the genesis. PlatformCore's true potency resides in understanding and efficiently wielding the amalgamated data for supporting vibrant, cohesive, and powerful marketing strategies. The path to purpose-driven marketing might not be explicit. Still, their purpose emerges gradually, subtly: to empower businesses by simplifying and enhancing digital strategy, removing roadblocks, and illuminating pathways to success.
Cliqer AB - Mastering International SEO
When it comes to lead generation and marketing, few are as adept as Cliqer AB. Born in Stockholm, the company combines a steadfast focus on long-term quality leads and sustainable growth for its partners with a razor-sharp understanding of affiliation and SEO strategies. A departure from ordinary - Cliqer doesn't just want to be good, it wants to be the best. A knowledge hub for those spearheading mastery in affiliation. Its stronghold is a custom-built CMS/DXP, a brainchild of over two decades of affiliation experience, offering its partners an avenue for exponential growth in the grand arena of the gig economy. At its core, Cliqer also values the imperative human factor – the workforce. However, while it is constructing a remarkable reputation in lead-generation, it would benefit from a higher emphasis on purpose-driven and value-oriented approaches that resonate more deeply with today’s consumer.
EMRADO : Pioneering Blochain Marketing?
Budapest-based startup, EMRADO, touts a multi-sector expertise, shining in the realm of blockchain, crypto, and NFT sectors. With a team boasting copywriters, designers, web developers, strategists, and a social-media-savvy task force, EMRADO crafts tailored marketing strategies that echo the ethos of their clients. Noting the uniqueness of the Web3 landscape, their emphasis lies in helping clients ripple their core values in the online world. While not directly aligned with FMCGs, their thriving Web3 expertise opens doors to fresh marketing perspectives. Despite a lack of explicit focus on purpose-driven marketing, EMRADO's underlying aim to reflect a company's core values in their communications suggests an inherent understanding of the essence of brand purpose. Yet, true alignment with the revolution of purpose-driven marketing requires deeper exploration.
Revitalizing Advertising - Adasta Media
Situated in bustling Milan, Adasta Media leverages years of accumulated wisdom in the digital advertising space to revolutionize inventory monetisation. Their raison d'être is to assist publishers and advertisers to bolster their advertising objectives via efficient inventory utilisation, both in display and video. However, Adasta doesn't merely represent conventional methodology - it's the intersection where traditional advertising meets modern innovation. Yet, while their in-depth knowledge of digital sales and affiliations with major exchanges enrich the advertising sphere, their ethos doesn't distinctly align with that of purpose-driven marketing. With a conventional advertising focus, Adasta's innovative narrative lacks in terms of purpose-centric, trailblazing marketing solutions. While their contribution to digital advertising strategy and optimisation is indisputable, a leap towards purpose-driven marketing may reposition Adasta more befittingly within this lineup of innovative upstarts.
We hope this whets your appetite for the innovation you can expect to see within the House of Innovation at MAD//FEST . If there's a startup that you think is missing from this list then be sure to tag them and we'll see if they have what it takes to be part of the MAD//FEST House of Innovation.