What If Creative Mode Is Survival Mode?

Reuben is co-founder and ECD at GOOD, the UK’s largest and longest-running creative agency dedicated to positive social change. Unlike many ECDs, Reuben didn’t discover purpose in 2018 but rather longer ago, in the early 2000s when he quit his job to discover what applying creativity to solving humanity’s greatest problems might look like.

Since then he’s led award-winning campaigns and brand strategies for many of the UK’s most well-known non-profits as well as helping brands and businesses embrace purpose-led creativity.