One of the key questions increasingly coming into focus in the communications industry is what actually differentiates the most effective brands from those that simply manage to capture attention. This is exactly the question that Thomas Kolster, one of the most prominent global experts operating at the intersection of marketing, business, and sustainability, will address at this year’s Slovenian Advertising Festival (SOF).
Also known as Mr. Goodvertising, Kolster has spent years challenging established industry patterns, whether through his columns for The Guardian or through analyses of global campaigns in the show Purpose Hits and Misses. His work continuously reexamines the relationship between brands, society, and the real impact communication can have.
His reputation is further reinforced by international recognition and projects: Shots magazine described him as a “pioneer of advertising with impact,” while Forbes labeled him a “climate change agent.” Throughout his career, he has lectured in more than 80 countries and worked with companies such as Meta, Adidas, Procter & Gamble, and IKEA, as well as at global platforms like TEDx, Cannes Lions, and South by Southwest.
As the founder of Goodvertising Agency, he advises Fortune 500 companies, startups, NGOs, and governments on creativity, sustainability, and social impact. At the same time, he actively contributes to shaping industry standards through organizations such as International Advertising Association and ACT Responsible.
From “purpose” hype to real value
Kolster sparked the global debate on the role of marketing in society back in 2012 with the book Goodvertising, in which he defined the concept of advertising that creates positive social or environmental impact. However, as “purpose” became a widely used but often diluted term, he made a clear shift in his book The Hero Trap.
Instead of brands trying to “save the world,” the focus shifts to what truly matters to people – the role a brand can play in their everyday lives and identities. In this context, he develops the concept of a “post-purpose market,” where consumers no longer buy only brand values, but the version of themselves they can become through those brands.
This thesis is further supported by research Kolster conducted in collaboration with WARC. By analyzing the most effective campaigns over the past decade, the conclusion is clear: the most successful brands do not focus solely on capturing attention, but on addressing deeper human needs.
SOF lecture: what actually works
The lecture titled Don’t Do It Because It’s Good. Do It Because It Works. will take place on May 14, 2026, at 14:45 in Magazin Grando Hall, as part of the SOF program, with the support of Effie Slovenia.
Building on the analysis conducted with WARC, Kolster will present 10 creative levers used by the most effective campaigns in the world. The focus will not be on declarative “good,” but on what demonstrably works.
