NEW YORK — Fenton has tapped Scott Beaudoin, most recently RF|Binder’s chief strategy officer, to head a new group, called Actio, aimed at making corporate CSR initiatives more about spurring action than just doing good.

“We are changing the paradigm from corporate responsibility to corporate action,” said Beaudoin, who, during 20-plus years in CSR, has worked on purpose-driven campaigns including P&G’s ‘Thank You Mom,’ Always’ ‘Like a Girl,’ and Yoplait’s ‘Save Lids to Save Lives’ among others.

Beaudoin departs RF|Binder after less than two years with the firm, which he joined following eight years with MSLGroup.

“The emergence of business as a key partner in societal change has never been more important,” said Beaudoin, whose title will be group president. “Simply changing business practices can really go a long way.”

Beaudoin said that in creating Actio, Fenton is laying the groundwork to do just that – primarily because the partnership will offer clients Actio’s expertise in marketing and communications in conjunction with the deep understanding of societal issues that Fenton, as a societal change agency, has.

The combined expertise, he said, will enable brands to be proactive instead of reactive when it comes to taking stands, and rolling out initiatives, on critical issues – climate change, equality and human rights, for example.  “We want to work with brands to communicate but also drive a call to action leading to their audiences that will take an action,” he said.

Officially launching November 1, Actio will operate out of Fenton’s New York office. The group won’t yet say whether it has clients onboard, although Beaudoin did note that Honda USA, an existing Fenton client, has agreed to use Actio’s expertise.