Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Charity it ain't

Published on .

Red is not a charity. Rather, it's a brand created by a for-profit company called Persuaders, which oversees agreements with six major brands (Gap, Apple, Converse, Motorola, American Express and Emporio Armani), according to Julie Cordua, VP-marketing. In exchange for use of the Red brand and the luster of Bono's stardom, brands pay an annual licensing fee and agree to contribute a percentage of profits from Red-branded products.
Most Popular
In this article: