Conference Spotlight—University of Oregon's 2019 Collective Brief: Brand Impact and Purpose Flex

This article is Advertising & Society Quarterly's first Conference Spotlight, which will be an occasional feature that highlights an important conference or meeting related to advertising's place in society, culture, history, and the economy. This first Conference Spotlight presents the 2019 Collective Brief: Brand Impact and Purpose Flex conference, which was hosted by the University of Oregon's Advertising and Brand Responsibility Master's Program and 72andSunny, Los Angeles. At this meeting, advertising professionals, students, and academics gathered together to share experiences and highlight issues regarding the development of brand responsibility. The Spotlight consists of three parts: a conference summary, a presenter's thoughts about the conference, and an attendee's reflection about what the meeting covered. The summary highlights the day's events, speakers, key insights, and important takeaways about responsibility-oriented messages in advertising and marketing communication and the future of social responsibility, diversity, and brand purpose communications.