Agency of the Year

Merger of two agencies creates a CSR powerhouse

Strategy to introduce Purpose Practice to marketplace wins Agency of the Year honors.

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Both Porter Novelli and Cone have longstanding reputations as leaders in purpose-driven communications. Porter Novelli has a reputation for helping companies convey and live their purpose while Cone’s reputation is based on its corporate social responsibility work. In coming together, the two companies (under the Porter Novelli/Cone name) introduced a Purpose Practice, specializing in purpose-driven brand strategy, CSR, social marketing, social impact and brand communications. The communication effort designed to introduce the Purpose Practice to the world has earned Porter Novelli/Cone the “Agency of the Year” designation in PR Daily’s Corporate Social Responsibility Awards.

The practice includes 100 practitioners and a combined 80 years of experience. Its client list includes the likes of CVS, Target, the National Institutes of Health and Ben & Jerry’s. The agency set a list of goals to achieve, including maintaining the existing reputations of the two organizations while connecting the launch of the practice to growing marketplace demand.

The team produced a first-ever cobranded research study, the 2018 Cone/Porter Novelli Purpose Study. The study examined consumer expectations and behaviors toward companies that lead with purpose. Porter Novelli and Cone also secured a series in the Stanford Social Innovation Review, entitled, “Why Purpose? Why Now?” The 12-article series featured bylines by client CEOs. The team also introduced PN STANCE, a first-of-its-kind product to help companies know if, when and how to engage on social justice issues.

The list of accomplishments from the launch is a long one. A couple examples: The Purpose study was downloaded almost 2,000 times and a new Prove Your Purpose newsletter attracted 2,600 opt-in subscribers who have delivered a 22.9% open rate.

Congratulations to Whitney Dailey.

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