Cascaid and Ideas Eurobrand merge to tap ethical growth

The Good Agency will be housed in one building in London within three to six months and will have more than 100 staff on its books, as well as a partnership with Ideas' sister agency TwentyFirst Century Communications.

The new agency aims to tap into the growth of ethical consumerism and the overlap between ethical consumer behaviour and charitable giving and activism.

It brings together Cascaid's charity clients, such as the RSPB and the NSPCC, with Ideas Eurobrand's mainly public and voluntary sector client list, which includes the Greater London Authority and Amnesty International. The latter agency also serves commercial clients by helping to differentiate themselves on social and environmental issues.

Iain Campbell, chief executive of Ideas Eurobrand, said the separate agency management teams would combine to form a single management team, but exact roles had yet to be decided.

Cascaid will operate as a branded division of the new agency and continue to be headed by Alan Clayton, managing director, and Roger Lawson, director of strategy and planning. It said its charity client base will benefit from the additional media buying and digital marketing expertise now available to it.

Clayton said: "Our clients need to access these new ethical, growing and lucrative marketplaces, so we have created an agency which brings the most up-to-date knowledge, techniques and resources in this specialist area."

This article was first published on brandrepublic.com