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Good Purpose Team
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about
goodpurpose: a body of research. a point of view. a community.

goodpurpose is a body of work that consists of insights from Edelman’s annual, global survey of consumers; a point of view on the evolving relationship between business, brands and society to create mutual social responsibility and sustainable value and an online community where individuals interested in brand citizenship and corporate citizenship can find valuable resources and share insights on creating purpose for people, planet and profit.
Who
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Mitch Markson is global Chief Creative Officer and President of Brand Consulting for Edelman.  He is responsible for campaign development for clients, as well as the creation of intellectual property for the firm in the United States, Europe and Asia-Pacific.
Mitch consults with clients on PR-centric branding, and uses tools he created, such as goodpurpose™, which is Edelman's brand of social purpose marketing.  The goodpurpose approach, backed by an annual global study of 6000 consumers, helps brands and their publics work together to take action and effect positive social change for mutual benefit.  Mitch and his team have helped clients discover their social purpose territory as well as a differentiating, and ownable idea.  Clients include: the American Egg Board, Quaker, Brita, Illinois Tourism, Shell and several Unilever brands, including Dove.
Mitch believes that the utilization of popular culture entertainment and the type of content that is reflected in the Good Pitch initiative is instrumental in shaping a social purpose campaign for a brand.
 
 

Mitch Markson
Chief Creative Officer & Founder, goodpurpose; Global

mitch.markson@edelman.com
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At Edelman, Carol Cone provides strategic counsel to clients on the development of cause, public engagement strategies, corporate and brand citizenship. She will continue her deep commitment to innovative research with consumers, executives and employees; she will work with the firm’s leadership to apply insights from Edelman’s annual goodpurpose™ Consumer Study, its Trust and Health Engagement Barometers, as well as create new insight reports and intellectual property.

Carol is internationally recognized for her work in the Cause Branding®, corporate citizenship and strategic philanthropy arenas.  For over 25 years, she has embraced a steadfast commitment to building substantive and sustainable partnerships between companies and social issues.

From 1980 – 2010 she was the Founder, CEO and Chairman of Cone, Inc.,  recognized as the nation’s leading Cause Branding consultancy.  There she led the development of signature cause branding programs for forward-thinking Fortune 500 companies and not-for-profit organizations, 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, P & G’s Live, Learn and Thrive, ITT Watermark, Western Union's Our World, Our Family and Reebok's Human Rights programs. She also created groundbreaking research reports to advance the strategic practice of social issues engagement.  Overall, Cone’s signature cause programs have raised more than $1.2 billion for various social causes.

In 2007, PR Week called her "arguably the most powerful and visible figure in the world of Cause Branding."

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Carol Cone
Managing Director & EVP, Brand & Corporate Citizenship; US

carol.cone@edelman.com
“The concept of charity or social purpose has long been one of the core values in the Chinese culture. As emerging countries like China continue to develop economically, the need to address social issues rises. Brands which help address these issues and promote a sustainable concept are more likely to be respected by consumers and supported by the government.”
Steven Cao
CEO, Edelman Pegasus, China
"In the past, brand attitudes in Brazil were incipient and unfocused. Now, they've become more strategic, regular and consistent. Such social improvements by the brand actions is being noticed and valued by consumers."
Yacoff Sarkovas
CEO, Edelman Significa, Brazil
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Kristian Darigan Merenda is a futurist for social marketing trends and has pioneered approaches to creating global corporate citizenship platforms, nonprofit signature programs and the next-generation cause branding. She has led the creation of critically-acclaimed programs for organizations including: Alticor, American Heart Association, American Red Cross, Dell, Feeding America, Gillette, GTECH, Make-A-Wish Foundation, Microsoft, PNC Bank, Safe Horizon, Sprint PCS, Thrivent, Wal-Mart, Washington Mutual, Wells Fargo and Western Union. 

She has been a featured speaker for organizations including: American Marketing Association, Cause Marketing Forum, Harvard Business School, Duke’s Fuqua School of Management and MIT Sloan School of Management. Her work has been featured in Jocelyn Daw’s Marketing for Nonprofits, PR News’ Top 100 Case Studies in PR, Cass Wheeler's You've Gotta Have Heart, Philip Kotler’s Marketing: Improving the Quality of Life, Third Edition and Bill Clinton’s Giving. Four of her campaigns have been turned into case studies for Harvard Business School and the United Nations. Her client work has been honored with more than 70 industry awards. She served as an advisor in the creation of the PR News Nonprofit Awards and has been a judge for awards programs by PR News, The Publicity Club of New England and Net Impact. She has served on the Board of Directors for PCNE and is an active on the Alumni Board of Advisors for Boston University and changenets.com. 

Kristian recently completed a book, Breakthrough Nonprofit Branding, with Carol Cone and Jocelyne Daw. She traveled to China to research CSR. Her work has been published in the Journal of Corporate Citizenship and can be read here: http://www.greenleaf-publishing.com/content/pdfs/jcc35dari.pdf
  

“Global demand for purpose-centered business strategy, communications and activation is at an all time high due to the economic crisis, corporate scandals, mergers and consumer interest. Forward-thinking leaders know that relevant and authentic citizenship can be a compelling differentiator for their brands and companies.”
Kristian Darigan Merenda
Brand & Corporate Citizenship, NGO Engagement
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Based in Hamburg, Cornelia Kunze oversees the operations of Edelman in the German market, with offices in Frankfurt, Munich, Berlin and Hamburg. And also acts as a member of Edelman’s European Executive Team.

Cornelia Kunze has been working for Edelman since April 1998 managing global and local accounts for corporations in various industries, among them Microsoft, Unilever, Mars, Diageo, Shell, Chiquita, Inbev and E.on energy. She has gained long-term experience in brand communication, corporate communication and reputation management.
After finishing her MBA studies in Paderborn, Aix-en-Provence and Cologne, she joined the German subsidiary of Mars, Incorporated. She worked in different positions until she became Head of Public Relations overseeing corporate communications, employee engagement, sponsoring and brand-PR.
As a Marketing Director of at that time Europe’s  biggest TV licensing company, KirchGruppe in Munich, Cornelia was responsible for developing an international children’s brand for audiovisual media, two children’s television channels as well as participating in the launch of the first digital television in Germany (DF1).

Before joining Edelman, Cornelia Kunze was managing her own PR agency, consulting clients in the media and electronics industry.
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“Corporate Citizenship and Good Purpose Marketing need to move together more closely. Citizenship will be more sustainable and effective, if corporations can work together with their main stakeholders, including their customers.”
Cornelia Kunze
goodpurpose ambassador Europe
"Brands and consumers, despite so much ambiguity, are starting to shape a vision of a more sustainable and equitable society. As historian Frederick Polak says: the future may well be decided by the images of the future with the greatest power to capture our imagination and draw us to them. We truly live in interesting times."
Anne Augustine
Sustainability & Citizenship; UK
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As vice president at Edelman’s Toronto office, Lisa Kimmel has more than 10 years experience in consumer marketing public relations.  She is responsible for the strategic development, management, implementation and results reporting for client programs.  She has worked with clients in a wide variety of areas, including food/nutrition, consumer health, packaged goods, fashion/beauty, retail, not-for-profit and consumer technology.  

At Edelman, Lisa provides strategic oversight across all accounts, including Expedia.ca, Michelin, Cara Foods, Johnson & Johnson Vision Care, Lancôme  and Ocean Spray.  She also oversees the day-to-day operations of the practice, and has new business development responsibilities. 

Prior to joining Edelman, Lisa worked in consumer practices at two leading public relations firms. Past clients include Schering-Plough HealthCare Products Canada (Coppertone and Bain de Soleil brands), Avon Canada, Colgate-Palmolive Canada, Ocean Spray, eBay Canada, Juvenile  Diabetes Research Foundation and Canadian Institute of Child Health. 

Lisa has won industry awards for the development and execution of client programs, including an International Association of Business Communicators (IABC) Silver Leaf Award for Coppertone, an IABC Gold Quill for Philips Electronics, and a Canadian Public Relations Society (CPRS) Award for Juvenile Diabetes Research Foundation.  She is a member of the CPRS mentor program, and is a past board member of IABC/Toronto.  

A graduate of the University of Toronto, Lisa holds an Honours Bachelor of Arts degree.
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Lisa Kimmel
goodpurpose ambassador Canada
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Larry Koffler is an Executive Vice President in the Consumer Marketing group.  He has more than sixteen years experience developing, managing and implementing integrated marketing programs for a wide variety of consumer accounts requiring branding, multi-market/global sponsorship management, influencer outreach, celebrity spokespeople, experiential marketing and intensive media placement. He currently oversees Edelman’s relationship with Unilever globally. 
Koffler led the team and media relations effort to bring the “Best of Silver Anvil” award-winning and now iconic Dove Campaign for Real Beauty to life in 2006. The team generated unprecedented awareness for the brand, catapulting Dove into popular culture and sparking a nationwide dialogue about beauty. 

Branding and special events work highlights include leveraging Home Depot’s multiple award-winning 2002 and 2000 Olympic sponsorships, IBM’s 1998 Olympic sponsorship; the award-winning campaign to launch Arthur Ashe Stadium in 1998; UPS’ first time sponsorship of the 1996 Centennial Olympic Games and management of Visa's multi-national art competition for kids 11-13 to support their ’96 Olympic sponsorship.  He oversaw the United States Tennis Association account since 1997, having been responsible for developing and executing community and professional side programming, including media relations management for an award-winning industry-wide grass roots initiative to grow the sport.  Since 1998, he provided strategic counsel for NYRR and oversaw marketing communications for the ING NYC Marathon.

Since joining Edelman in 1992, he was instrumental in creating the highly successful Aqua Velva Search for the Regular Guy contest, a national program involving localized market promotions and celebrity participation as well as helped develop and execute the first Army sports sponsorship - an integrated campaign for Canadian Mist Whisky’s sponsorship of the 1993 - 1995 Army Boxing Training Camp.

Additional projects include implementing special events and generating local and national publicity for Edelman’s award-winning Fruit of the Loom “Comfort Challenge”; consulting for the launch of sponsorship marketplace IEG SponsorDirect; managing media relations for the title sponsorship transition of the 2nd largest tennis tournament in the U.S. for Ericsson; generating national and local publicity for NIKE’s NIKETOWN NYC groundbreaking ceremony and NIKE P.L.A.Y. initiative; leveraging Fleer Corp.’s presenting sponsorship of the 1995 NBA Jam Session, and managing media relations for special projects for clients Fuji, Hershey, adidas, NASDAQ and the Sporting News.  

Koffler graduated from the University of Pennsylvania, with a B.A. in psychology and a business concentration from the Wharton School.

 
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"When 86% of consumers globally believe that business needs to place at least equal weight on society’s interests as on business’ interests, it is clear that “purpose” has graduated. It’s now a central part of the marketing mix. The question is no longer why. It’s how. How do we develop programs in this new era of public engagement that go beyond expectations – that share control and empower stakeholders in a way that is authentic, ownable, drives sales and makes a slice of our world better."
Larry Koffler
goodpurpose ambassador US
goodpurpose is a body of work that consists of insights from Edelman’s annual, global survey of consumers; a point of view on the evolving relationship between business, brands and society to create mutual social responsibility and shared value; an online community where individuals interested in brand citizenship and corporate citizenship can find valuable resources and share insights on creating purpose for people, planet and profit.

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Tags
MT @karmakees: mattering is the new marketing via @goodpurpose http://t.co/2YzZIsk5 strategy for profit & growth based on improving lives.
http://twitter.com/AndreaLearned/statuses/172427886890983424
0 days ago
RT @karmakees: mattering is the new marketing. interesting read on the marketing p of purpose. via @goodpurpose http://t.co/N67hKBMJ
http://twitter.com/taichination/statuses/172426537046523906
0 days ago
mattering is the new marketing. interesting read on the marketing p of purpose. via @goodpurpose http://t.co/N67hKBMJ
http://twitter.com/karmakees/statuses/172425942445207552
0 days ago
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