We help companies present world-changing ideas.
You know that moment when something leads you to see the world from a new perspective? It might be a movie scene. A magazine article. A visit to a new country. Or just a really good conversation.
We work with forward-thinking companies to create those moments in a way that advances their business and the world at the same time. For progressive companies, the two are one and the same because their businesses are inherently aligned with making the world a better place.
Practically speaking, we produce communications that cause people to say, "Huh, I'd never thought about it that way."
More About Us
We believe much of the world's conflict is rooted in people's disinclination to see the world from the perspective of others -- from the highest level of international politics, right down to everyday interpersonal interactions.
It follows that the more people who are made open to others' perspectives, the more open-minded, peaceful and progressive the world will be. More about the power of perspective in business
Conventional wisdom says that corporations sign on to causes purely for optics -- and indeed this is true of conventional companies. But a new breed of business leaders understands that when a company is on a mission, rather than just having one, success comes more naturally. These companies make natural authors for messages that advance important ideas. It's a win-win outcome: The brand wins because its communications have substance and are therefore widely shared; people win because their time is being respected; and the cause wins because it's receiving otherwise inaccessible expertise and resources.
Leadership |
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Chilion Benedict |
Growing up, I would watch television ads in disbelief. I couldn't understand why they were so bad. I understood the arrangement: Advertisers pay me to listen to them, and in return I get my show. But I couldn't figure out why these companies didn't take the opportunity to be real and interesting enough that I would want to listen. Can you imagine paying your friends to listen to you talk? To me, what these brands were doing was no different. After studying Commerce at Dalhousie University and the Copenhagen Business School, I got the chance to help with Virgin Mobile's Canadian launch. I loved working with a brand that never takes people's time for granted. I then helped global advertising agency JWT launch a new practice called Ethos. Ethos helps forward-thinking brands champion the social issues directly related to their business. I founded Penguin Perspective because I saw a need for something that didn't yet exist: A consultancy that sees leading companies as purveyors of world-changing ideas, and the natural authors for communications that advance them. |
