• Lindsay Grace Kinniburgh

A strategic collaboration brought together by purpose

Updated: Nov 29, 2020

The importance of strategic partnership is recognised by the UN, by business and by all leading institutions in international development.

The 2030 Sustainable Development Goals (SDGs) – the blueprint for global development – confirm partnerships matter: “a successful development agenda requires inclusive partnerships — at the global, regional, national and local levels — built upon principles and values, and upon a shared vision and shared goals placing people and the planet at the centre.”

Collaborative thinking alongside a belief that true success comes when you combine profit with purpose, is the foundation for a new strategic alliance between the founder of Outsourced imagination, Lindsay Grace Kinniburgh and the founder of Social Mission, Dora Nikols.

The new partnership is challenging traditional businesses models and reshaping the future of PR and Marketing.

Dora is a PR and social purpose specialist who has worked with for-purpose brands for over 15 years and heads PR & social purpose agency, Social Mission.

Born in Australia, Dora is a regular social purpose contributor for key Australian publications B&T and Inside Retailer and was the first Australian judge for The Drum’s global Social Purpose Awards 2020.

Dora has worked with many leading brands. She has helped clients find their purpose, grow their business and gain mass media attention.

Lindsay is a global marketer who has worked with some of the most respected businesses and brands throughout the UK & South-East Asia.

Originally from Scotland, Lindsay is a proven marketing specialist and founder of Outsourced imagination — purpose-driven marketing agency.

With 2 decades of experience and named Marketing & Communications finalist in the 2018 Hotelier Awards Asia, she's a master at unleashing innovative ideas, strategies and purpose-focused campaigns.

By combining skills, resources and professional experience, Dora and Lindsay are breaking the mould and raising the bar when it comes to purpose-driven Marketing & PR.

To kick-start their collaboration, the female leaders have launched a Brand Purpose DNA Workshop. The online programme follows a unique framework that helps businesses Discover, Navigate and Active their brand purpose.

The course is set to be one of the most authoritative programmes available. It’s designed to educate, inspire and excite all stakeholders. Above all, it guides individuals and businesses on how to create a positive difference in our world.

“When the COVID storm hit, it shattered everything in its path, including our traditional business model as it put into perspective the importance of health and unity and reminded us that we truly are in this together. There was a huge shift with consumers; they no longer tolerated superficial marketing from brands or toxic cultures only driven by profit. I’ve always championed purpose in the Australian market; this partnership now means we have a global reach to do good,” says Nikols.

“There has never been a more important time to reevaluate the way businesses operate.” adds Kinniburgh, Co-founder of the Brand Purpose DNA Workshop, “The online workshop is a huge step towards supporting change, both internally within an organisation’s DNA and externally through socially responsible PR & Marketing strategies and communications.

Dora and I came together through a chance meeting in Sydney, and while my purpose-driven marketing agency is UK based and Dora is a leading social purpose specialist in Australia, we were equally inspired by our shared values and vision to build brands that focus on impact as well as profit.

Global alignment simply made sense! The more organisations we support, the greater social and environmental improvements to our planet.”

By combining skills, resources and professional expertise of building purpose-driven brands, cultures and communication campaigns, the two founders have expanded their services to include; find your purpose workshops, purpose-driven marketing, social awareness campaigns and social media strategies that drive meaningful engagement that does good for the world.

Thanks for dropping by our purpose-driven marketing blog. We appreciate your support and passion for purpose!

Lindsay Grace Kinniburgh

Founder & CMO at Outsourced imagination


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Purpose-driven marketing agency