In an Era of Increased Transparency, A New Approach to Business Branding
Series: Just Business
From: Carnegie Council
Length: 00:27:59
Just Business is a series of audio interviews that examines some of the tangled pathways that companies and civil society face. Host Julia Taylor Kennedy sits down with thought leaders across a variety of sectors to discuss the intersection between business and society.
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Piece Description
Just Business is a series of audio interviews that examines some of the tangled pathways that companies and civil society face. Host Julia Taylor Kennedy sits down with thought leaders across a variety of sectors to discuss the intersection between business and society.
Transcript
JULIA KENNEDY: Welcome to Just Business, a series of interviews on global business ethics.
Today I've taken a field trip to the West Village [in Manhattan]. I'm here at Lipman offices, talking about ethical marketing and branding with Michael Mendenhall, president and chief operating officer at Lipman, which is an advertising agency entering its 85th year in 2012.
Earlier this year, Mendenhall and two partners, one of them David Lipman bought out the rest of the Lipman family. And they're reshaping the company to move from a traditional ad agency into a more holistic branding consultancy. We'll talk about what that means, and how corporate values and ethics come into play, in this new model.
Mendenhall has quite a track record in global citizenship, as senior vice president and chief marketing officer at HP [Hewlett-Packard]. Mendenhall also spent 17 years at the Walt Disney Company,...
Read the full transcript
Additional Credits
Deborah Carroll- Producer
Julia Kennedy- Producer/Host of Just Business
Robert Smithline- Editor
Terence Hurley- Editor
Gusta Johnson- Production Assistant
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