Balancing Purpose and Performance: Charlotte Hamill on Building Impact-Driven Brands

AW360

Live from Advertising Week Europe 2025 at 180 Studios in London, this episode of the AW360 podcast features Charlotte Hamill, COO of Born Social—a social-first agency leading the charge in purposeful marketing and a certified B Corp to boot.

Charlotte shares how Born Social balances creativity with impact, what it takes to move from performative purpose to real cultural change, and how values can become a competitive edge. Now working across the wider Croud Group, she also unpacks what it looks like to scale sustainability and social good across an entire network of agencies.

From building high-performance cultures to avoiding the trap of purpose-washing, this episode is packed with insight for any brand or marketer looking to do work that matters—and works.