Octagon will advise clients how to combine their event and sponsorship activity with initiatives that help the community or the environment.
The development of a permanent specialty in the area reflects the increasing importance of strong ethical values in brands.
Octagon already runs some ad hoc cause-related programmes for its clients, such as a scheme for BMW where consumers test-driving the firm’s cars donate cash to a cancer charity for every mile driven.
UK-based sports and event marketing group Octagon will form a cause-related marketing service in response to growing consumer demand for social responsibility from brands.
