In a year consumed by jargon like “blockchain,” “direct-to-consumer” and “GDPR,” the members of the Association of National Advertisers found their purpose when it came to selecting the word -- or rather, words -- of the year, selecting “brand purpose” as 2018’s.

“Purpose-driven marketing is exemplified by Procter & Gamble’s ‘Love Over Bias,” the ANA said in a statement unveiling this year’s winning term, noting: “The commercial depicts the impact of bias on peoples’ lives through the lens of a wide range of mothers who are shown encouraging and supporting their child athletes in a world that isn’t always accepting of them.”

That spot just so happened to win the "Best in Show" in the ANA’s Multicultural Excellence Awards competition.


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