SAN FRANCISCO: Edelman has appointed Christine Arena and Henk Campher to lead its Bay Area Business + Social Purpose practice in newly created roles.
Carol Cone, global practice chair for Business + Social Purpose, is leading the group globally, but the Bay Area operation did not previously have this capability. Cone joined Edelman in April 2010 after previously leading the eponymous CSR and consumer marketing firm owned by Omnicom Group.
Under the lead of Arena and Campher, the practice will build campaigns that stem from an understanding of today's business environment with creative and digital tools, said Ravi Moorthy, EVP and corporate group head for the Bay Area at Edelman.
Arena was named EVP and group head of the Bay Area Business + Social Purpose practice at the start of the year. Reporting to Moorthy, Arena is overseeing the business and social practice team in the region, which is part of the larger corporate unit, as well as counseling clients on their business' social strategy. She is overseeing five employees.
“My objectives are to help our clients and the Edelman network redefine the value of purpose to brands, organizations, consumers, and stakeholders overall,” said Arena. “I intend to use the strength Edelman has, especially along the lines of its creativity and digital capabilities, to bring the Purpose practice to life in provocative new ways and demonstrate how social and business returns can be maximized through the right kinds of strategies and approaches.”
Arena had worked as a consultant for Edelman since last June. Previously, she was founder and chief strategy officer at Aiko Agency, founder of Arena Eco-Strategies, and MD for Polese Clancy. She has also authored the books The High-Purpose Company and Cause for Success.
Campher was promoted to MD for sustainability in the US in late December. An Edelman veteran since 2008, he will continue his responsibilities as SVP for the Business + Social Purpose practice. Campher is on Arena's team, but he is also reporting to Moorthy and is responsible for working with clients locally and nationally to help them with their approach to sustainability.
“[Campher] is the guy who can look at a company's operational strategy as it relates to sustainability; and [Arena] is an expert in helping companies think through how they go to market with cause marketing,” said Moorthy. “They will both bolster the agency's corporate reputation management and brand marketing capabilities in the Bay Area.”
Prior to joining Edelman, Campher was VP for corporate responsibility at Cone, director of corporate policy and practices for the International Business Leaders Forum, and policy adviser for the private sector for Oxfam.
Campher was not immediately available for comment.
The firm's Business + Social Purpose practice has 100 professionals globally. It works with clients to change how they operate, engage, and tackle social and environmental issues, Moorthy said.
Last month, Edelman reported that new business wins including Pitney Bowes propelled the firm to 11.4% global organic growth in calendar year 2013 as worldwide revenue hit $741 million, compared with the prior year.