• by Larissa Faw , March 1, 2018

Venables Bell & Partners is forming a strategic relationship with communications shop Rally to develop issue-based marketing. 

Rally provides strategy, campaign development and advocacy efforts for purpose-driven organizations and causes. Notable projects have included efforts supporting recognition of marriage equality and  “Dreamer” immigration.

Now, VB&P will enable its roster of clients to align with Rally’s client base to "uncover new opportunities to create positive societal impact, as well as pursuing new passion projects in partnership with endowments and brand partners," says an agency spokesperson. 

The first projects stemming from the new alliance will launch later this year.

This partnership addresses two fundamental matters when it comes to issues-based marketing, says Felix Schein, president, Rally. "First, too many causes waste their limited resources with either subpar creative or ineffective messaging and mediums. And second, brands need to align and act on social issues but don’t know how to successfully navigate these potentially treacherous waters."