NEW YORK—Porter Novelli has long been a leader in the realm of social marketing, helping government agencies promote social change. Now it has launched a practice that will work with corporations on their social initiatives, helping them define their philanthropic initiatives and create cause-related marketing programs that provide measurable results. 
The new service, called PN CauseWorks, will draw on the firm’s experience in social marketing, its relationships with nonprofits, and its expertise in research, media relations, and coalition and relationship building to. It will be led by David Zucker, who most recently led Porter Novelli’s team on the award-winning Florida “Truth” campaign, an anti-tobacco initiative targeted at teens.
“Brands today must demonstrate a meaningful commitment to the causes they care about,” says Bob Druckenmiller, CEO of Porter Novelli. “CauseWorks allows Porter Novelli to use its unique capabilities to help corporations around the world establish long-term partnerships with causes that express their core brand values and that have a real impact on the causes they are supporting.”
Zucker has worked on international social marketing campaigns in HIV/AIDS, immunization and family planning, both in the developing world and the US. He believes that philanthropy has to be driven by the social bottom line, and held accountable to the same rigorous standards applied to commercial marketing programs. 
“CauseWorks is a global service that helps corporations develop programs that have a meaningful, measurable impact on the causes that they, and their publics, support,” says Zucker. Porter Novelli has previously created cause related marketing programs for such clients as Kellogg, Proctor&Gamble, McDonald’s, Dannon and Red Lobster.
To support the launch of the new practice, the agency has undertaken a comprehensive research initiative, CauseStyles, to help PN CauseWorks further accomplish its mandate. CauseStyles will provide PN with the ability to understand key audience segments and their cause preferences.Other methodologies include PN’s Social Investment Audit, which paints an accurate picture of all the philanthropic efforts and community support activities across the entire corporation, and a new CauseLink screening process, which helps determine the most appropriate causes for a corporation to partner with based on several critical criteria.