Thomas Kolster aka Mr. Goodvertising talks about why brands need to transform and how the advertising industry needs to shift from fast ideas to entrepreneurial ideas. 
Host: Christian Budtz  

Shortcuts:
03:10 How the Copenhagen Climate Summit triggered Thomas to take action /  
06:00 Thomas' mission behind his first book "Goodvertising" /  
08.00 The influence from Oliviero Toscani /  
12:00 How P&G CMO Mark Pritchard championed the company's sustainability agenda /   
16:00 The challenge of sustainability wear-out and trust decline /  
19:50 How brands need to move from 'purpose' to 'transformation' /  
21:40 Thomas talks about his latest book "The Hero Trap" /  
24:20 Companies need to ask: Who can we help people become? /  
25:25 How KIND Snacks promote kindness /  
27:30 Companies fail to empower people's creativity /  
28:40 How the Movember movement allowed people to engage /  
30:30 The role of creativity in driving change /  
39:20 Thomas talks about optimism and risk-taking

 

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