Delivering: walking the walk
- Contemporary CSR will be defined by innovation, not communication: behaviour change, products and services, alternative business models.
- The opportunity that this represents for the advertising and design industries requires a redefinition of the role of the agency and the relationship with the client.
- In order to fulfil the higher order functions that are required to drive sustainable innovation, new concepts, perspectives and skills will have to be assimilated into agency teams.
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