• by Steve McClellan  @mp_mcclellan, February 22, 2023

San Francisco-based independent agency Venables Bell + Partners has been named Agency of Record by Girl Scouts of the USA (GSUSA).

The appointment comes after a competitive review. The agency will be responsible for brand development including research, brand platform, and creative development, as well as communications development, rollout and measurement.

VB+P’s content and creation studio, Taproom Studios, will also lead day-to-day marketing services that support the brand’s recruitment campaigns, the iconic Girl Scout Cookie Program, and other key initiatives throughout the year. 

“We selected VB+P based on their intent, capabilities, and responsiveness,” stated GSUSA CMO Jocelyn Johnson. “VB+P approached our RFP with the intent of “doing right by clients and people,” which aligns with our core values.”

VB+P Partner and President Kate Jeffers stated, "As a mom of a teenage girl and female leader of an agency whose mission is to 'do right,' this partnership feels especially meaningful."