Video: Why Organizations With a Purpose Succeed in Tough Times

On May 18, 2021, the MENA Effie Thought Leadership Program - Mediaquest's first in-person event since Covid-19 - kickstarted conversations around marketing effectiveness in a post-pandemic world.

In this session, P&G's Deepa Vaidyanathan, Babyshop's Mitin Chakraborty, TBWA\RAAD's Joe Lahham, and Bayer ME's Sami Joost discussed the importance of purpose and its impact on business, as well as the ways brands can live up to their promises and deliver on the values that they claim they have. Watch the full discussion: