NEW YORK—Carol Cone, who recently stepped down from the Boston-based cause branding firm that bears her name, is joining Edelman to provide strategic counsel to clients on the development of corporate and brand citizenship, cause and public engagement strategies. She will also work with the firm’s leadership to apply insights from Edelman’s annual goodpurpose consumer study and its trust and health engagement barometers.
Carol was previously the founder and chairman of Cone, where she led the development of signature cause branding programs for Fortune 500 companies and nonprofits including the Avon Breast Cancer Crusade, ConAgra Foods’ Feeding Children Better, PNC Grow Up Great, the American Heart Association’s Go Red for Women movement, ITT Watermark, Western Union’s Our World, Our Family initiative and Reebok’s Human Rights program.
According to Edelman global chief executive and president Richard Edelman: “In this new era of public engagement, clients look to us for counsel to activate brands around social purpose that will resonate in a stakeholder society. Carol has been a part of developing some of the most influential movements and causes at the intersection of business, brands and society.”
Mitch Markson, chief creative officer and founder of Edelman’s goodpurpose initiative, says “social purpose is becoming a key driver in building both brand equity and dynamic consumer relationships and that Cone will “be instrumental in helping build a stronger bridge between CSR and brand marketing.”