Eric Ashec
Eric Ashec

Eric Asche, who was chief marketing & strategy officer at the Truth Initiative, anti-tobacco group, has joined Potential Energy as president.

Potential Energy is a nonprofit dedicated to using marketing and communications tools/campaigns to make climate change a top-of-mind issue and grow citizen support for action.

At Truth Initiative, Asche used marketing and advertising to counter the propaganda of the tobacco industry.

Its truth campaign helped cut teen cigarette smoking from 23 percent in 2000 to less than five percent today.

John Marshall, who was chief strategy officer at Lippincott, and Dan Schrag, director of the Harvard Center for the Environment, launched Potential Energy.

Marshall said Potential Energy is “creating the world’s most sophisticated climate persuasion engine and Eric joining will accelerate our success.”