In our January You’re MarketingKind gathering Thomas Kolster, Mr Goodvertising, will lead a group discussion on his recent research with WARC and Cannes Lions exploring what we can learn from the most effective marketing campaigns of the last decade.

Together with WARC and Cannes Lions, Thomas has analysed a decade of the most effective campaigns globally. They have found that the most groundbreaking, effective campaigns succeed not by exploiting people’s fleeting desires, but by boldly addressing their deeper, more profound human needs. This is a final shut-up pill to the critics. The research proves that environmental and social initiatives are not mere trends but deliver an unmatched force in the marketplace like Dove’s. When sustained over time, these campaigns build meaningful and valuable brands. From the research, they have identified 10 creative levers that go across the effective campaigns and which you can put to work in your next campaign.

Together we’ll learn:

• How to build, long-lasting meaningful brands 

• 10 creative levers to unlock ground-breaking, effective work   

• And a new perspective on what drives effectiveness 

Thomas is the author of Goodvertising (Thames & Hudson 2012), The Hero Trap (Taylor and Francis, 2020) and has contributed to other books such as Utopia Brands (2023).

In 2009 Kolster coined the term Goodvertising to describe advertising delivering positive environmental or social benefits, which has later become an industry term. In Kolster’s second book, The Hero Trap, he popularised the idea of a post-purpose market, where people are no longer buying your values or your why, but who you can help people become.

The Hero Trap provides strategies for brands to foster authentic connections by facilitating personal transformation. His methodology The Arrow has since been widely adopted and mentioned in the advertising industry.

Thomas is also a motivational speaker with two decades of experience and featured in more than 80 countries at conferences like TedX, Financial Times, SWSW and Cannes Lions.

If you’re not yet a member of MarketingKind and you would like to join to attend this gathering you can sign up for our 30-day free trial membership by completing your application here.