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.”