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Brent Hoberman, Anna Jones and Saul Klein Discuss Mission at Advertising Week Europe

As Ronnie Scott’s swapped jazz for advertising, mission-led businesses were at the top of the agenda as Advertising Week Europe kicked off on Monday.

David Pemsel, CEO of Guardian Media Group led a discussion with Brent Hoberman, chairman of Founders Factory, Anna Jones, CEO of AllBright, Saul Klein, Partner, LocalGlobe and Gerard Keeley, CEO & co-founder, Vidsy to examine the UK’s propensity to innovate, create new business ideas and back disruptive entrepreneurs.

The conversation turned to the importance of a driving mission at the heart of the best growth businesses: Anna Jones, said: “The companies we’re now working with are very mission-driven”. Saul Klein, one of Europe’s leading venture investors, added: “Great leadership is about clarity of purpose. Big or small, your organisation must be focussed on your mission.”

The panellists agreed that this driving mission is what enables the best firms to access to the best talent as well as investment.

For more from Advertising Week Europe, visit

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Chapter 1 outlines the concept of mission and how the breakthrough brands of today have succeeded by building a mission that inspires belief, generates a following and instils a purpose beyond profit.