Neiman Marcus hires Cone to boost charitable efforts

DALLAS: Neiman Marcus has brought on Cone Communications to assist with philanthropic and cause marketing programs.

DALLAS: Neiman Marcus has brought on Cone Communications to assist with philanthropic and cause marketing programs.

Cone is helping Neiman Marcus develop a charitable giving strategy that will engage employees and consumers. The program will encompass cash and in-kind donations, associate volunteerism, fundraising, and cause marketing, said Cone EVP Alison DaSilva, who is leading the account.

“Neiman Marcus has a long heritage of giving to the communities where their stores are, but they're looking to figure out how to have a more-focused strategy to have a greater impact,” she said. “We're trying to find the right focus for the company to rally around on the local and national levels.”

Asked if the company had chosen a particular cause to support, DaSilva said “nothing is definitive.” 

“We have a direction that the organization is excited about,” she said, adding that the company is still in the process of planning initiatives for the year.

“We are confident that in partnering with Cone we will be able to establish a solid strategy that will drive greater awareness of our commitment to the community and deepen our impact,” said Ginger Reeder, VP of corporate communications at Neiman Marcus, in a statement.

Representatives from the retailer were not available for further comment. The budget and other account details were not disclosed.

In October, Cone restructured its cause marketing and corporate responsibility offerings into one CSR group focused on return on investment. It also rolled out a measurement tool for CSR campaigns called the CSR Dashboard.

Neiman Marcus has previously worked with MSLGroup.

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