The Clinton Global Initiative, one of 11 initiatives within the Clinton Foundation, has hired former Time Warner executive Dan Osheyack as chief marketing officer. The post had been vacant since 2013, when Fred Poust left the company.
Mr. Osheyack, who reports to CGI Chief Executive Officer Bob Harrison, will spearhead the development of internal and external brand marketing strategy for CGI.
The Clinton Global Initiative, founded in 2005 by former President Bill Clinton, comprises government, business, non-profit and civic leaders who meet throughout the year to come up with innovative solutions for global social, environmental and public health issues. Members are required to commit to establishing a new philanthropic project, said Craig Minassian, chief communications officer of the Clinton Foundation.
"All of the members of CGI faithfully adhere to making that commitment, so one of the goals is making sure we're generating awareness of their work so that CGI continues to be a valuable place for them to pursue addressing global challenges," he said. "Part of Dan's job is to continue to find new, creative and impactful ways to tell the story of what CGI members are doing."
Mr. Osheyack was not immediately available for an interview.
While the Clinton Foundation rarely buys paid advertising because it takes "stewardship of donor money very seriously," Mr. Minassian said, it has a large portfolio of stories to tell across social, digital and owned channels. Mr. Osheyack will expand how those stories are told, whether on new platforms or via new brand and media partnerships, he said.
CGI has struck up media partnerships with companies including CNN, Vice, Refinery29 and Comedy Central, which led Stephen Colbert to introduce his own mock CGI: The "Colbert Galactic Initiative."
Brands that have worked through CGI to advance their corporate social responsibility programs include Coca-Cola, McDonald's and Procter & Gamble.
Mr. Osheyack will also try to improve CGI's live events and meetings to help give members new ways of thinking about their philanthropic work, said Mr. Minassian. Part of Mr. Osheyack's remit, he added, is to market to prospective members in partnership with the sponsorship sales team.
$46.8B Record U.S. agency revenue in 2015
Mr. Osheyack will work with Clinton Foundation Chief Marketing Officer Lauren Pruneski, who oversees marketing for the organization's initiatives outside of CGI, and the communications department, which houses the digital practice.
Prior to CGI, Mr. Osheyack spent 35 years in various roles marketing roles at Time Warner, most recently serving as VP for philanthropic investments at Time Warner and VP for the Time Warner Foundation, which he left last April. Mr. Osheyack has most recently been consulting.
At Time Warner, he helped create the Time Warner Foundation's New Works/New Voices grant portfolio, dedicated to the discovering and supporting new and underrepresented artists and storytellers.
Mr. Osheyack previously worked at People, handling strategic marketing, brand promotion, event programming and advertising sales development, and helped with the launch and branding for Entertainment Weekly.
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CORRECTION: Based on information from the Clinton Global Initiative, an earlier version of this article erroneously said Dan Osheyack was the organization's first chief marketing officer. The post had been vacant but there was an earlier CMO, Fred Poust, who left in 2013.