Purpose Awards EMEA 2021: Business Leader of the Year

WINNER: Jane Asscher

Purpose Awards EMEA 2021: Business Leader of the Year


Jane Asscher, CEO & Founding Partner, 23red

Set up in 2000, 23red made a conscious decision to only work on social purpose campaigns
and with clients who shared the belief that to be a great brand you need to be a good brand.

In 2020, its CEO and founding partner, Jane Asscher, took a leading role in the Cabinet
Office, where she was seconded part-time as key strategic advisor to the Covid-19
Resilience Hub. Her work involved garnering the support of trusted influential business and
individual voices to change the behaviours of some of the groups that are the most difficult to
engage with.

This resulted in campaigns that encouraged the population to 'Stay At Home', wash hands,
wear a face covering and make space. In addition to Covid-19 campaigns, Asscher
continued leading 23red and maintained strong oversight of a range of behaviour change
campaigns. This included '10 minute shake up with Disney', which resulted in kids doing an
extra 19 minutes of activity per day and ITV2s Blood Squad, which has increased blood
donations by 33%.

Asscher also helped to bring in new projects from existing clients and new business in 2020,
including work for the Department for Environment, Food and Rural Affairs. Alongside PR
partner Jody Hall, Asscher launched Fame23, recognising the role that PR and influencers
could play in behaviour change. In the last year, she has also focused on the agency's
marketing efforts on purpose, launching a series of 'Do Feel Think Purpose' speaker events,
each supported by commissioned research. She has also implemented several
employee initiatives to support people with their mental and physical wellbeing during these
challenging times.



André Calantzopoulos, Executive Chairman of the board, Philip Morris International

Warren Johnson, Founder & Chairman, W Communications

Paul Knight, CEO, OmniGOV, Manning Gottlieb OMD

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