Convicts' New Purpose Practice Helps Clients Address Their 'Why'

New York-based ad agency Convicts is formalizing "purpose" as a discipline and service to offer clients as part of its broader offering and has hired industry veteran Ali Cornford to run the new practice as managing director.

Cornford brings over a decade of experience in the advertising industry, having worked across a wide range of national and global brands, including American Express, Blue Apron, Diageo, Google, Hershey's, Marvel and Uber.

Amplifying company or brand purpose has taken on greater import after a tumultuous year that included a pandemic, widespread social unrest, and a political divide in the country where increasingly compromise is seen as a non-option.

According to the agency, that confluence of crises has made consumers increasingly more conscious of the brands they support. It cites research that finds that over 70% of consumers say they are more likely to trust a company that leads with purpose. 

Thus, the new practice is designed to help brands communicate their “why” in order to thrive amidst shifting consumer sentiment. 



Cornford said, “This is a unique moment in time where the modern consumer expects brands to demonstrate the role they’ll play in the critical issues of today. In order to deliver on this, agencies have to have a true pulse on culture and a strong sense of purpose. And that’s Convicts.” 

Cornford joined Convicts from BBH New York where she was business director and earlier a group account director. Prior to that she was an account director at both Droga5 and Anomaly. 

The agency’s clients include Audi Australia, Sotheby’s, Bacardi, Nike, Mount Sinai Hospital, UNICEF, Dance Theatre of Harlem, IPG and Ian Schrager Company.




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