72andSunny announced the hiring of Jim Moriarty to head the launch of its new Brand Citizenship practice. Moriarty arrives at 72andSunny from the Surfrider Foundation, “the largest nonprofit devoted to coastal protection,” where he has served as CEO for ten years. Prior to joining the non-profit sector, Moriarty worked for tech company SAP, as well as starting several of his own companies.
72andSunny describes its Brand Citizenship practice, in a press release, as one that “identifies sustainable products and services for brands and builds long-term programs to bring them to life,” with the program embedded in existing brand teams.
“People today want a different relationship with brands—they want to know that brands run deeper than the products they sell. Brand Citizenship can forge stronger connections to customers, and ultimately, real return on investment,” said John Boiler, CEO of 72andSunny, in a statement. ” We believe brands can make the world a better place, but they shouldn’t do it to pay some sort of guilt tax,” he added. “If it’s true to the brand and is held to the same standards that any other marketing activity is, brand citizenship can drive business success.”