Co:collective Launches 'Purpose' Practice

Marketing group co:collective is launching the new division, dubbed Organization & Culture Design (O&CD), which is intended to help clients turn "purpose into practice."

Clients have "repeatedly told us that when our brand work is most impactful, it transforms the internal culture of the organization, creating alignment, cross-disciplinary collaboration and new mind-sets that enable external innovation,” explains practice leader Kit Krugman. "So we decided to take the additional step of formalizing a practice around this kind of transformation."

O&CD will help clients develop purpose-led businesses with actionable results.

“That means aligning your purpose with your operating principles and the systems that support them, impacting everything from decision making to behaviors, communication, incentives, rituals and employee experience.” Krugman says. 



Krugman's previous advocacy experience includes the role of president of WIN: Women in Innovation. She’s also worked at LinkedIn, Microsoft and IBM on transformational “future of work” initiatives, as well educational institutions, design firms and digital publishing organizations.

O&CD will sit alongside other strategic offerings of co:collective, such as brand design, experience design and content design.

"Our belief is that this work is complementary to our client work in other practice areas, rather than being its own separate silo," Krugman says. The company first piloted this concept through culture change initiatives with clients such as MoMA, MetLife and Puma.

Krugman will be joined by two senior strategists with "extensive" experience in organizational transformation, as well as a "strong bench" of strategists from the broader co:collective community to tap into on specific projects. "Our aim for 2020 is to continue to build and strengthen this capability, adding additional team members and external advisors," she says. 

The most challenging aspect of purpose-led transformation, Krugman says, “is not determining a purpose, it’s operationalizing how that purpose changes behavior.”



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