Weber Shandwick Launches Social Innovation Specialty Practice

Weber Shandwick announced today it has launched a global Social Innovation specialty group. Social Innovation expands and deepens the firm’s ongoing work for clients interested in corporate responsibility, sustainability, strategic philanthropy, cause marketing, and advocacy. Using its own proprietary “3C” approach to advancing successful societal and environmental initiatives on behalf of clients, the specialty practice offers custom-designed programs that empower Consumers, guide Companies, and strengthen Communities.

The Greenhouse recognizes that consumers worldwide have become a driving force for social and environmental change and increasingly reward organizations that meet these standards. The Greenhouse engages consumers through multi-platform campaigns both online and offline and provides them with the necessary depth of knowledge required to become productive brand, social and environmental advocates.

Planet 2050 is the firm’s corporate responsibility practice which focuses primarily on businesses, NGOs and governments. Planet 2050 works closely with its clients to demonstrate ROI to their bottom lines from business value to reputation.

Social Impact focuses on non-profit organizations and foundations to help them advance issues critical to the health, well-being and vitality of individuals and communities worldwide. With an understanding that the non-profit sector faces unique challenges on tackling social and environmental issues, Weber Shandwick’s Social Impact team works with clients to build insights-driven and strategic communications to solving problems impacting these unique institutions and populations.

Weber Shandwick’s chairman Jack Leslie said, “Weber Shandwick has continually been recognized for its client work on corporate responsibility, sustainability, strategic philanthropy, foundations, and cause marketing. We won the United Nations Grand Award for Outstanding Achievement in Public Relations an unprecedented three times and actively support our employees’ pro bono outreach worldwide with our “Making a Difference” program. Social Innovation is a natural progression of our emphasis on building Advocacy for the major issues confronting clients, communities and organizations around the globe.”

As part of the Social Innovation specialty practice, Weber Shandwick announced the start of its 2009 Social Innovation Fellowship Program. The firm has partnered with leading foundations to select top university student leaders and “embed” them in the agency for 12 weeks this summer. The fellowship participants will work under the direction of Weber Shandwick’s Social Innovation team — as well as the partner foundations — to research and develop innovative ideas and communications strategies that address pressing social issues facing organizations today.

Working with the Gill Foundation, three Fellows have been selected to develop a communications toolkit and best-in-class strategic approach to fostering collaboration between corporations and non-profit organizations on LGBT (Lesbian, Gay, Bisexual, Transgender) issues. These Fellows will work in Weber Shandwick’s New York office.
Working with the Notah Begay III Foundation, one Fellow has been selected to develop sustainable, model programming for young Native Americans facing increasing rates of obesity and diabetes. This individual will work in Weber Shandwick’s Minneapolis office.

“We believe in the philosophy of embedding and we know that organizations that embed innovative social or environmental programs and principles in business, communications and philanthropic strategies solidify reputation, strengthen consumer and employee loyalty, drive growth, and make a positive impact on the world,” said Chad Boettcher, senior vice president, Social Innovation, at Weber Shandwick. “We are excited to tap into the creativity and insights of top college students on developing socially innovative programs that can help drive client success.”