Frank launch social change division Good Stuff
Frank, the creative communications agency, have launched a new division focused on social change.
Good Stuff will help brands identify ways to drive positive social change, in a landscape in which they are increasingly being expected to lead on social issues.
According to research by Accenture, 63 per cent of consumers now prefer to buy from brands that reflect their own values and beliefs, while 62 per cent say they want companies to take a stand on social issues.
Frank says that Good Stuff, headed up by the agency's editorial director Ryan Sketchley, will help brands address these concerns.
Sketchley said: "We have long been told you can 'do well by doing good'. But nobody has ever really explained how or why.
"Marketing channels are blurring and traditional communications disciplines are going with them. In 2019, your mission is your social calling, not just copy on your website. Good Stuff was formed to help clients address these expectations and works to affect change on both a domestic & international scale.
"Your corporate communications is your consumer communications. Whether you are speaking to a customer, stakeholder, regulator or the media - there is a new expectation to communicate with purpose and ensure your brand values and proposition meets consumer perceptions and expectation.”
“'Corporate' Communications in 2019 is about more than your brand, your 'mission', or your USP. These are still your story, but the next chapter demands to know how these elements equip you to 'do well by doing good'. When the questions come, you need to be ready with the answers."