Saatchi & Saatchi has launched what it claims is the first cause-related marketing unit in a UK ad agency.
The new arm, called the Saatchi & Saatchi Cause Connection, will attempt to develop long-term links between businesses and charities.
The Connection will be headed by Marjorie Thompson, who takes up her position in September, although the unit opens for business this week. She is currently head of communications at the Commission for Racial Equality – a Saatchi client.
Thompson says: “In mature markets, where products and services can be similar, customers may look at what the company is putting back into the community – it could make the difference in a purchase.”
She adds that the unit will bring Saatchi clients and charities together to work on joint advertising campaigns, product promotions “and a range of other partnerships”.
Saatchi chairman Alan Bishop comments: “Cause-related marketing is the ultimate in feelgood marketing.We anticipate it is going to be an area of huge growth.”