KEYNOTE ADDRESS – GOOD IS THE NEW COOL
In 2004, a massive tsunami devastated the island nation of Sri
Lanka. Afdhel Aziz was there, attending his brother’s wedding.
He survived. Many did not.
“I was diagnosed with a particular type of post-traumatic stress
disorder called ‘Survivor Guilt,’” he said. “I started to think about
whether the work I was doing had any meaning.
“I knew how to do marketing and advertising, but I didn’t want
my life’s legacy to be that I just made people buy more stuff. That
was the beginning of the journey that led me here today.”
He took his expertise and transformed it into a career unleash-ing
the power of purpose within organizations.
He has travelled the world as a professional speaker and con-sultant,
speaking to tens of thousands of people over the course
of his journey.
Aziz is one of the world’s leading experts in marketing inno-vation.
He is an award-winning marketer who has led brands for
Procter & Gamble, Heineken, Absolut and Nokia, in London and
He quite literally wrote the book on brand purpose, teaching
businesses how to become a force for good. He is the co-author
of the book Good is the New Cool: Market Like You Give a Damn.
More recently, he started speaking and coaching on unlocking
your personal purpose to love your work in the 21st century.
He’s been a speaker at the Cannes Lions, SXSW, Advertising
Week and more, and his work has been featured in the New York
Times, Vice, Fast Company, The Guardian, Coolhunting, Billboard,
Hypebeast and more. He is a regular contributor to Forbes explor-ing
how purpose drives business and social impact in his column
‘The Power of Purpose.’
For Aziz, one simple question lies at the heart of true success.
“What are your gifts, what are your passions and who can they
be of service to? How can I be of service to something bigger
Attend Afdhel Aziz’s keynote address at HRPA’s Annual
Conference and Trade Show, Feb. 1 at 2 p.m. n
In today’s uncertain times, it is critical for organizations to
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The program consists of three, (two and a half-day) in-class
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When and Where - Course delivery dates:
Course Dates City
Foundations of Governance March 22-24, 2019 Toronto
June 07-09, 2019 Vancouver
Applied Governance March 01-03, 2019 Calgary
May 31-June 2, 2019 Toronto
Strategic Governance April 12-14, 2019 Vancouver
May 03-05, 2019 Calgary
Sept 13-15, 2019 Toronto
GOVERNANCE PROFESSIONALS OF CANADA
EDUCATION PROGRAM (GPC-EP)
GOVERNANCE IN PRACTICE
Education Program Developed FOR Governance Professionals BY Governance Professionals
To register or learn more, visit: www.gpcanada.org/gpc-ep or contact us at: firstname.lastname@example.org
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72 ❚ CONFERENCE ISSUE 2019 ❚ HR PROFESSIONAL