Saatchi forms cause-related marketing unit

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LONDON - Saatchi & Saatchi Advertising is launching what it claims is the U.K.'s first cause-related marketing unit. Saatchi & Saatchi Cause Connection will be headed by Marjorie Thompson, who joins the agency from the Commission for Racial Equality, a Saatchi client. The new unit's brief is to find and establish profitable links between charities and business.

The unit's backers believe that cause-related marketing, where a company promotes its brand in conjunction with a good cause, is an effective way of enhancing corporate image.

Copyright June 1997, Crain Communications Inc.

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