Remember the book “The Purpose Driven Life”? A new division of a major public relations agency is being driven by purpose.
The MSL Group, part of the Publicis Groupe, is forming a specialty practice in New York called the Beyond Purpose Group. The new unit is intended to help clients articulate the purpose and benefits of their brands and products and connect those with consumer beliefs and passions.
The purview of the Beyond Purpose Group will include tasks the agency is already handling like corporate social responsibility and cause marketing.
Scott Beaudoin, a senior vice president and account director at MSL, becomes senior vice president and group director of the Beyond Purpose Group and continues as North American director of cause marketing and corporate social responsibility.
Mr. Beaudoin has worked at MSL with marketers like ConAgra, General Mills, Kellogg, Pfizer and Procter & Gamble.
“A lot of major, global companies are defining or redefining their purpose: what are they in the world to do?” Mr. Beaudoin, 41, said in a phone interview.
“They’re moving from marketing to serving the needs” of consumers, he added, figuring out ways to “improve lives, better lives” –- while at the same time still being able to record profits on the corporate ledgers.
Although “people understand the purpose of business is to make money,” Mr. Beaudoin said, they are “more skeptical than ever before about what brands and companies are doing.”
“Profits being made with a greater purpose is what consumers are demanding,” he added.
The Beyond Purpose Group is the second new unit at the MSL Group in a month, coming after the formation of Be Spoke, dedicated to beauty and luxury clients.
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