By Kevin McCauley
Edelman has consolidated its CSR, sustainability and citizenship capabilities to create a Business + Social Purpose practice of 125 staffers under cause branding veteran Carol Cone.
The mission is to “provide comprehensive business and social solutions to maximize client’s commercial success and social impact,” said CEO Richard Edelman of the newly launched eighth practice of the No. 1 independent shop.
Cone, who once headed her own firm, will coordinate efforts with regional practice heads Michael Holland (North America), Pia Garcia (U.K.), Jeremy Cohen (EMEA), Ashley Hegland (Asia Pacific) and Sharon Hess (Latin America).
Charter clients of B+SP are Dove, Girl Scouts of the USA, PNC Financial Services, Southwest Airlines, Brita, eBay, Samsung, Becton Dickinson, Humana and Western Union.
Recently, Edelman created social programs for Dove based on building women’s self- esteem and Brita to reduce plastic bottled water waste.
Last year, the firm launched its own Purpose agenda, naming John Edelman global director of Edelman Citizenship.
That push resulted in a corporate donation of $5.1M in cash/pro bono services in fiscal 2011, companywide policy for employee volunteerism and an effort to reduce the firm’s global carbon footprint.
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