Rationale and CMA Virtual Round Table on Purpose
Purpose is meaningless… if it’s not authentic
Establishing brand trust is crucial to engage and retain customers, and in the current environment it is driving behaviours more than ever – shifting focus from surface messaging to authentic, purpose-led marketing, backed up by organisational values and practices.
Rowan Morrison and Svein Clouston are the founders of Rationale, a brand purpose agency which supports clients in defining authentic narratives, delivered in compelling internal and external communications. In this virtual round table, they will be speaking with a group of industry thought leaders about the best way to establish brand trust – and exploring how marketers can play an elevated role in supporting their organisations to back up brand strategy with action, creating meaningful, lasting impact for employees and customers.
Jean is Head of Group Marketing and Public Affairs for Davy, Ireland’s largest stockbroker, wealth manager, asset manager and financial advisor. Her focus is to build out a brand narrative and communications for Davy that cement its role as the premier wealth management company in Ireland. Prior to this, she spent 10 years as Head of Brand and Marketing Communications for Lloyds Banking Group, during which the Lloyds Bank brand won the Channel Four Diversity in Advertising Award. She is passionate about creative communications, media innovation and authentic brand storytelling.
Arabella Gilchrist de Morais Sarmento
Arabella is Head of Content Marketing and Storytelling at Camelot. Her core skillset is in innovative empowering creative leadership and business cultural transformation – modernising how businesses drive trust and engagement from their audiences, communities and customers – to deliver on their purpose.
This has seen her work across the private, public and third sectors internationally, including roles with SKY and the BBC, among others.
Kathi is Head of Brand & Content Strategy for Age UK, the leading charity for older people in the UK. She joined the charity nearly four years ago, after a long and fruitful career in magazines, newspapers and agency land, starting her career at John Brown, and working at The Scotsman, City AM, Seven, and Ogilvy, among others.
Co-founder and Managing Director at Rationale
Co-founder and Strategy Director at Rationale.