OMD EMEA CEO Guy Marks talks to PepsiCo’s Head of Marketing and Innovation for Western Europe, Mark Kirkham at the Cannes Lions International Festival of Creativity 2018 on the evolving definition of purpose driven marketing. “I love the fact we are talking about humans and we’re not talking about customers…it brings things a bit more grounded in what people really do – real behavior vs. the behaviors we try to create,” says Kirkham. We also find out what’s next for the OMD and PepsiCo partnership…