People & Purpose Theatre

Marketing More Than a Message: Activating Purpose and Real Impact

Day 2 : 10:35 – 11:25

Purpose is the new Profit. In recent years, purpose is emerging as a competitive advantage for attracting talent, keeping customers engaged, and enhancing the company’s image among stakeholders.

As we seek out relationships with companies that have a strong purpose carved out in their business framework, purpose-driven campaigns are moving to the top of the list of priorities for business communications.


  • Purpose-driven campaigns are about much more than incorporating nice messaging. How can companies create people-centric, insightful and authentic narratives to communicate their core values – internally and externally – and activate meaningful action which aligns with their environmental and social goals?
  • How is the role of PR, marketing, advertisement and other communication professionals evolving as agents of change in a sustainable new world?

Post-Event Actions

  • Gain insights on how purpose-driven communications are inspiring companies to reconsider the long-term impact of their brands.
  • Recognise that executing a purpose-driven campaign requires an alignment with a company’s authentic purpose, and present an opportunity to resonate with audiences across all markets.


Kiri Sinclair

Founder & CEO

Known for providing expert insights, strategic counsel and creative solutions, Kiri is a trusted advisor in brand building, reputation management and crisis communications in the Asia Pacific region with over 20 years of experience leading organisations to success. A strong advocate for the value of PR-led integrated communications marketing, she is on the board of PRHK, The Marketing Society and PRCA APAC, and is a member of the PRCA Global Ethics Council.


My Sustainability Goals for 2023:

Help businesses develop ESG strategies and programmes that are honest, active and globally beneficial.

Chloe Kwok

Managing Director, Chief Executive Officer

In the capacity of Managing Director of BSH Hong Kong, Chloe Kwok is leading the business of the home appliances manufacturer with renowned brands including Bosch and Siemens.

Over 15+ years of experience in Commercial Sales and Marketing in world-class multinational corporations. Extensive experience in business transformation, strategic planning, brand marketing as well as category & channel development with a proven track record in delivering outstanding business results.

Always thrive in environments that value clear direction, energy, optimism, and positive spirit. Capable of generating compelling strategies that translate into actionable items and results. High level of agility and commitment well-recognised by working partners and stakeholders.

Inspire and lead the people through a strategic vision and purpose. Coach team members to strive towards a common goal. Embrace servant leadership, and get passionate in people development.

My Sustainability Goals for 2023:

Hong Kong continues to strive for carbon neutrality and protect the climate and environment with collective effort and through collective actions

Lynne Mulholland

General Manager, Corporate Affairs

Lynne is General Manager, Group Corporate Affairs for The Hongkong and Shanghai Hotels, Limited (HSH), a publicly listed company on the Hong Kong Stock Exchange and owner-operator of The Peninsula Hotels, The Peak Tram, The Peak Tower, The Repulse Bay and other luxury properties around the world. Lynne has global responsibility for crisis communication and issues management, corporate communication, financial communications, media relations and public affairs for the HSH group.

My Sustainability Goals for 2023:

In a personal capacity, I am currently Vice Chair of the Special Needs Network Hong Kong (SNNHK). I would like to see more inclusion, understanding and opportunities for children with special educational needs in our community.

Victoria Wisniewski Otero

Founder & CEO, Resolve Foundation, Representative, Voice for Social Good

Victoria Wisniewski Otero is the Founder & CEO of Resolve Foundation, a Hong Kong s88 nonprofit established in 2017 to inspire, empower and connect emerging community leaders for inclusive social change.

Victoria is also one of the co-founders of Voice for Social Good, a volunteer-led group of a dozen nonprofit leaders committed to promoting cross-sector collaboration, open exchange and learning, in order to build an inclusive, stronger and resilient nonprofit sector to serve the Hong Kong community. Voice for Social Good came together as a result of COVID-19.

Previously, she worked at Justice Centre Hong Kong, the Center for Economic and Social Rights in Madrid and UN HABITAT in Kuwait. Victoria has sat on advisory groups for CIVICUS Solidarity Fund and Pil-Net’s Law for Change student competition. For her community work, she was selected in 2018 for the prestigious Generation T List and in 2020 received AmCham’s Women of Influence Award.

My Sustainability Goals for 2023:

My lifelong goal is that everyone can feel empowered to take everyday action to make their community more inclusive, and for Hong Kong to be a place where everyone feels they belong. For the coming year, I hope to forge more avenues to attract talent to the social purpose sector and give these dedicated individuals pathways for development and growth in service of the community. This means ensuring that the nonprofit sector has adequate funding and resources to work sustainably and holistically.

Benny Siu

Head of Safety, Sustainability and Quality Assurance

Benny Siu, Head of Safety, Sustainability and Quality Assurance of Hactl, works with different stakeholders in the aviation supply chain on safety, sustainability, quality and risk management. Benny is also a Chartered Environmentalist and Chartered Safety Practitioner.

Hactl is one of the world’s leading air cargo terminal operators, providing services to over 100 airlines and 1000 freighter forwarders. Launched in 1976 to consolidate and streamline all air cargo handling in Hong Kong, Hactl has played a major role in the establishment of Hong Kong as the definitive air cargo logistics hub for Southern China and Asia.

My Sustainability Goals for 2023:

Driving a more sustainable air cargo industry.

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