CAA has launched a new strategic consultancy, CAA Social Impact, to advise companies on their philanthropic and corporate responsibility work.
The new service will be led by two longtime employees at the agency, CAA marketing executive Aubree Curtis and CAA Foundation co-executive director Judee Ann Williams, who will be moving into their new roles full-time.
"Social responsibility is now a fundamental principle and practice for all businesses that want to have meaning in the modern world," Curtis and Williams said Thursday in a joint statement. "Companies whose products are designed for positive impact and brands that are able to articulate and deliver against their core values are seeing a positive correlation with their bottom line and beyond. CAA Social Impact will help companies realize the transformational power of aligning their businesses against social impact goals."
CAA's prior work in this space includes creating Delta Air Lines' program "Delta's Force for Global Good," now in its eighth year as the airline's core corporate social responsibility tenet. CAA Marketing was the brainchild behind Chipotle's award-winning "Cultivate a Better World" campaign, which includes the viral animated short films Back to the Start, The Scarecrow and A Love Story as well as the Cultivate Festival, a free family event with an emphasis on sustainable farming and local art. The agency also helped create the nonprofit Chipotle Cultivate Foundation as well as CSR initiatives for FC Barcelona, Bill & Melinda Gates Foundation, Hickey Freeman tailored clothing and Cartier.
"For decades, CAA has been deeply engaged in advising clients on their philanthropic interests and helping brands tell their stories," CAA president Richard Lovett said in a statement. "As the marketplace has evolved, we have identified an additional and growing business need, which sits at the intersection of a company's social impact activities to drive consumer engagement and the positive societal outcomes that are achievable when businesses harness their power for good. Aubree and Judee Ann bring to CAA Social Impact tremendous experience helping clients maximize their influence."