NEW YORK, April 12, 2016 /PRNewswire/ -- Ogilvy Public
Relations and Good Scout Group, yesterday co-hosted the
invitation-only event "New Frontier of Brands That Do – Do Good" at
Ogilvy & Mather's headquarters in New
York, to examine top trends and strategies in corporate
social responsibility (CSR). The educational event attracted 75
senior-level attendees from corporate brands and non-profits to
discuss benefits of purpose-driven marketing for a brand's bottom
line and identified best practices.
Kicking off the event, the first panel "The New Face of Social
Good: The Trends and Expectations Driving Purpose Driven & CSR
Communication" discussed the importance of brands with a pro-social
focus in the eye of the media. Media outlets are increasing
coverage of sustainable and socially good brands as CSR is becoming
a key component of doing business today.
Moderator of the panel, Jennifer
Risi, Managing Director of Media Influence Ogilvy PR
explained, "For today's brands a social-good purpose is expected.
Communication – via the right message at the right time via the
right channel – is key in demonstrating a brand's social impact in
today's crowded space."
The next panel "Building Out Brand Passion: The Making of a
Social Good Platform and Telling a Smarter Story," moderated by Dr.
Jennifer Scott, Managing Director,
New York at Ogilvy Public
Relations, featured the importance of engaging with customers and
employees as part of a brand's CSR program. When
social-responsibility is built into a brand's culture, it provides
a purpose for employees and increases employee engagement.
The third panel, "Driving Bottom Line Impact: The Intersection
of Brand, Cause and Community" discussed how cause programs can be
measured through dollars, conversion, and employee engagement.
Additionally, the panel highlighted the need for brands to be
deeply embedded with non-profit partnerships and drive social
impact.
"The partnership between a brand and cause must be authentic,"
said moderator of the panel, Phil
McCarty, Founder and CEO of Good Scout Group.
"Communications serves as the bridge between the brand and its
cause."
To close the half-day event, Christopher
Graves, Chairman of Ogilvy Public Relations Worldwide
interviewed keynote speaker Tommy
Stadlen, Author of Connect: How Companies Succeed by
Engaging Radically with Society, who stressed that CSR
initiatives should be integrated within the brand instead of
operating as a separate group. Additionally, Mr. Stadlen noted that
companies that engage in social issues see a direct stockholder
return.
All of the panels reflected the core theme of the importance of
CSR for a brand's bottom line and the need for authenticity in
cause marketing communications.
About Ogilvy Public Relations
Ogilvy Public Relations
(Ogilvy) is a global, multi-disciplinary communications leader
operating in more than 85 offices across six continents. In 2015,
for the fourth consecutive year, Ogilvy was named the Cannes Lions
Network of the Year. Ogilvy PR was also named Best Digital
Consultancy in the World, one of the Most Creative Agencies, Asia
Pacific Consultancy of the Year, and Best South-East Agency by the
Holmes Report. Ogilvy PR is a unit of Ogilvy & Mather, a WPP
company (NASDAQ: WPPGY), and one of the largest marketing
communications companies in the world: it integrates deeply with
all Ogilvy disciplines (advertising, direct marketing, activation,
promotional, digital, social and content, and entertainment)
through the proprietary Ogilvy Fusion™ approach to delivering
comprehensive, business solutions through content creation,
community building, and communications with measurable results. For
more information, visit our website at www.ogilvypr.com or follow
us at @ogilvypr.
About Good Scout Group
A Causemedia Group company,
Good Scout is a social good consultancy that helps brands take
smart, impactful and sustainable leaps in how they do greater good.
Good Scout works inside and in-depth with corporations, nonprofits,
and individual philanthropists to help them get two of today's most
important business goals going in the same direction: building a
brand leader and building a better world. Its experience in key
leadership roles with all three groups gives an edge few
consultancies can offer: first-hand insights in developing
game-changing strategies and campaigns that turn big-scale dreams
into real-world results. For more information, visit
www.goodscoutgroup.com or follow us on Twitter at
@GoodScoutGroup.
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SOURCE Ogilvy Public Relations