NEW YORK: Ruder Finn is consolidating its corporate social responsibility functions into a single, dedicated CSR practice headed by SVP Sarah Coles.
Responding to demand from clients already engaged in various CSR services across Ruder Finn, the agency has decided to combine all its cause-related marketing and social responsibility efforts into a single practice that will handle all global CSR-related work.
The move was also partly motivated by a desire to increase the prominence of the agency's CSR offerings and to find ways to better integrate CSR into a client's core competencies. Ruder Finn hopes to establish CSR as a comprehensive function of good business.
Existing CSR clients who will be carried over into the new practice include PepsiCo's Dream Machine recycling program and the Novartis Malaria Initiative.
The new practice will be based in Boston and led by Sarah Coles, who is being promoted to SVP of CSR. She will initially oversee a core team of 10 CSR staffers, but said she is planning to grow the practice in the future. In her new role, she will report to Rachel Spielman, EVP of corporate communications.
“What makes this unique is that we're rolling up all our CSR capabilities into one cohesive platform,” Coles said. “We've had a strong CSR presence before, but this is really an opportunity for us to leverage our expertise in cause-marketing and social responsibility in a unified way and produce a complete package.”
Coles has seven years' experience at Ruder Finn, and has previously handled consumer PR for fashion and lifestyle brands at Magnet Communications, as well as marketing programs at Ogilvy.