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