Progressive PR shop Fenton has launched ACTIO, a newly formed corporate and brand practice that aims to help brands navigate the current political landscape by moving their CSR endeavors from a marketing or corporate-led approach to a values-driven approach
Leading the new venture is Scott Beaudoin, who’s been appointed group president. Beaudoin joins the “social change” agency from RF|Binder, where he was chief strategy officer and executive managing director of that agency’s corporate and brand purpose practice. He was previously corporate and brand citizenship global practice director at MSLGROUP.
Beaudoin’s appointment becomes effective November 1.
“Fenton has done traditional CSR work, and done it well for years. But the landscape is shifting,” Fenton CEO Ben Wyskida told O’Dwyer’s. “Brands are now at the center of the socio-political landscape, and increasingly can be real drivers for change if they choose to be. We had the opportunity to bring on Scott Beaudoin, who is extremely talented, but also recognized that this moment calls for a new kind of ‘corporate social responsibility practice’ that is focused on action. We think there is important and meaningful work to be done in this sector.”