How Tiri's Brand Purpose Linked to Business Strategy

Toby: One of our biggest goals is to broaden the appeal of Tiri. So when it came to actually creating the purpose, we did that internally. Then it was a case of then turning them to communications and identity. We ran a global pitch completely remotely, of course, we never physically met anyone,. And appointed Leo Burnett as our global agency. They clearly translated this brand purpose into something that could be customer facing with the live happy line.