The Ad Council, America's leading non-profit organization dedicated to driving social change, announced today a new arm: Ad Council Edge
. A strategic consultancy, Ad Council Edge, builds on the Ad Council's rich history of developing compelling and cutting-edge purpose-driven marketing campaigns to advise companies and nonprofit organizations on ways to inspire and engage the public on today's most pressing issues.
"We're taking what we do best and sharing our many decades of experience with partners who are equally invested in making the world a better place," said Lisa Sherman, President and CEO of the Ad Council. "As the Ad Council's consultancy arm, Ad Council Edge is uniquely positioned to leverage our seasoned approach to designing social issue strategies to drive measurable impact. This new arm of our organization further opens the doors for future innovations and collaborations around social good, ultimately benefiting all Ad Council stakeholders."
Working with nonprofits, foundations and corporations, Ad Council edge will concentrate on four major areas of service: research, strategy development, convenings and trainings.
Ad Council Edge will focus efforts during the formative stages of strategy development for clients by helping to design new social issue approaches, seize opportunities for greater public participation and break down the challenges preventing individuals to act. These strategies are built from research-based insights, as well as consultative sessions with the experienced team of executives and strategists from the Ad Council.