Porter Novelli Launches New Purpose Practice

NEW YORK, February 13, 2018 /3BL Media/ - Global public relations leader Porter Novelli (PN) announced the launch of its global Purpose Practice, specializing in purpose-driven brand strategy, corporate social responsibility (CSR), social marketing, social impact and brand communications. The launch follows Porter Novelli’s merger with Cone, a leading CSR firm, in February 2017.

“Today, people are demanding more than a transactional or product-based relationship. They are looking for organizations and brands that stand for something and connect with them on issues that matter,” said Brad MacAfee, global chief executive officer, Porter Novelli. “Our global Purpose Practice delivers the largest and most seasoned team exclusively devoted to helping organizations make a positive impact. Combining Porter Novelli’s heritage in social marketing and Cone’s unparalleled legacy in CSR enables us to make a meaningful difference for businesses, brands and society on a global scale.”

As part of the launch, PN has announced a suite of new “Purpose Accelerator” products focusing on social justice positioning, c-suite visibility, the Sustainable Development Goals (SDGs), and measurement, designed to help clients identify purpose-focused activation specific to their business goals and culture.

The Purpose Practice is rooted in a collective 80 years of experience and today comprises more than 100 dedicated subject matter experts working with more than 140 clients, including New Balance, Timberland, CVS Health, National Institutes of Health and Centers for Disease Control and Prevention (CDC).

The practice will be led by Executive Vice President and Partner Rosy McGillan, who has been with PN for 12 years. Prior to joining PN, McGillan led health education and advocacy accounts for MSLPR. Earlier in her career, she conducted in-house communications for SAFE KIDS Worldwide, a global non-profit organization focused on injury prevention.

Joining the senior leadership team will be Executive Vice Presidents Alison DaSilva and Ravi Sunnak. DaSilva is a 20-year veteran at Cone advising clients such as UPS, Goodyear and The National Honey Board. She will lead CSR and brand communications work under the new practice and will continue to spearhead the group’s global CSR consumer research and trend tracking. Sunnak, who joined PN in a newly created role in November from Havas PR, where he led the corporate and cause practice working with clients such as the United Nations Foundation (UNF), The Climate Group and UN Women, will lead the Purpose Practice’s work around the SDGs and social impact.

“We believe Purpose is an organization’s authentic role and value in society that allows it to grow its business while positively impacting the world, whether it’s a leading global brand, a federal agency or a nonprofit,” said McGillan. “We are laser-focused on helping clients define their Purpose and deeply embed it within the organization, the brand and the customer experience.”

About Porter Novelli
Porter Novelli is a global public relations agency built on a rich heritage of marketing for social good. We’ve been motivating people to change deeply ingrained behaviors rooted in cultural and social norms for more than 40 years. Porter Novelli is a different kind of agency—and we recognize, respect and champion companies with the spirit, drive and tenacity to do things differently. We like taking on big challenges, and even bigger challengers, and we seek out clients who feel the same way—clients who have the conviction to tell their own story, and the courage to innovate from who they have been into who they know they can be. For additional information, please visit www.porternovelli.com. Porter Novelli is a part of the Omnicom Public Relations Group.

About Cone
Cone (http://www.conecomm.com/) is a public relations and marketing agency that is Always Making a Difference℠ for business, brands and society. We help organizations define their authentic Purpose, weaving it into the brand DNA to both grow the business and positively impact the world. Our deep subject matter expertise in Purpose Brand Strategy, CSR, Social Marketing, Social Impact and Brand Communications creates breakthrough work and unforgettable experiences to ignite action around issues that matter. Cone is a Porter Novelli company and part of the Omnicom Public Relations Group.

About Omnicom Public Relations Group
Omnicom Public Relations Group is a global collective of three of the top global public relations agencies worldwide and specialist agencies in areas including public affairs, marketing to women, fashion, global health strategy and corporate social responsibility. It encompasses more than 6,000 public relations professionals in more than 330 offices worldwide who provide their expertise to companies, government agencies, NGOs and nonprofits across a wide range of industries. Omnicom Public Relations Group is part of the DAS Group of Companies, a division of Omnicom Group Inc. that includes more than 200 companies in a wide range of marketing disciplines including advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding and research.