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Alliance of Independent Agencies Welcomes Laura Oliphant as Purpose Chair

02/11/2022
Associations, Award Shows and Festivals
London, UK
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The Alliance sits down with Laura to chat about her new role

We’re thrilled to announce that Laura Oliphant, Founder & MD of Stand, will be our new Alliance purpose Chair. 

“Purpose statements and accreditations like B Corp are just the start of the impact journey. As co-chair (purpose) for the Alliance, my focus is to help agencies bring depth to their purpose both internally and externally. We need businesses to move on from telling everyone their purpose to instead showing their tangible impact. ‘Purpose’ needs to be more than a sentence on a website, and more than an accreditation or mark. Independent agencies have a real opportunity to live and breathe purpose with authenticity, and this is a space in which we can hold each other to account, as well as explore how we can consult and challenge our clients to do more and be better.”

Laura is an industry expert with a passion for big thinking and not following the crowd. With a belief that communications done well can change the way people think, feel and act, Laura has spent her career creating campaigns to do just that. Before launching Stand in 2012, Laura spent ten years building integrated agency Kindred. With a passion for big ideas, built on strong insight and strategy, there isn't an issue Laura hasn't tackled. From education to sport, banking to social care, Laura now focuses on building brands that Believe in Better.

We sat down with Laura to ask her about her new role as Purpose Chair: 

 

Q> Why is it important to focus on purpose within agencies?

Laura> Every organisation is talking about purpose at the moment - so much so it risks losing meaning. For me purpose is why you come to work, something you measure against. In an increasingly competitive job market, it is what recruits are looking to match against their own values, and with clients and prospects, it’s how you try and differentiate.

 

Q> Can independent agencies approach purpose differently? (vs Networks)

Laura> Yes, they can lead by example, and influence how their clients approach their purpose. It’s about action, not words, and impact not promises.

 

Q> How can agencies go about identifying their purpose?

Laura> Honestly (about what you are, not what you’d like to be). Approach it how you would advise clients to. Through insight, co-creation and testing. Also, once you decide on your purpose, don’t leave it on the wall to gather dust, live up to it, and measure yourself against it. 

 

Q> What’s the secret to building a strong company purpose?

Laura> By integrating it into everything you do. Purpose should not be an add on. It should inform and shape your business’ decisions and be something your team recognises and believes in. Your purpose should influence the clients you work with, the culture you develop and the results you choose to celebrate. A strong purpose is something you ‘feel’ not read.

 

Q> How can the agency leaders ensure that employees share the same sense of purpose within the agency?

Laura> By integrating it into your culture and the way you communicate and support your team. Listen to feedback and encourage challenge. If you are making decisions that don't fit with your purpose, encourage employees to call it out. 

 

Q> Tell us something about yourself our members would find intriguing and might not know about you yet?

Laura> Can I skip this question?! I am going back to my 20s. Selling up home and renting for ultimate flexibility and the chance to live around London (maybe the world) for the next decade! 

 

Q> So, what does the next 6 months look like for you within your new role as Purpose Chair?

Laura> Building on the strong foundations of the previous co-chairs, I want us all to think beyond words and accreditations, and see Purpose as what we do, not say. There has never been a more important time to support issues like the climate crisis and inequality. Collectively I’d like us to commit ideas and time to tackle one of these, showing the strength of the independent agency sector in making things happen.

 

The Alliance represents, amplifies and supports the independent agency sector. Are you an Alliance member? Whether you are a small, medium, or large independent agency, membership is designed to support your needs. To find out more please visit our website or email Terry Martin at terry@allindependentagencies.org

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