Independent agency Venables Bell + Partners has been named agency of record by Girls Scouts of the USA (GSUSA). The agency will lead brand-building efforts and support the Girls Scouts mission of building girls’ courage, confidence and character.
In its new role, the agency will be responsible for foundational brand development, spanning research, brand platform and creative development as well as comms ecosystem development, rollout and measurement. VB+P’s content and creation studio, Taproom Studios, will also lead day-to-day marketing services to support the organization’s recruitment campaigns, the iconic Girl Scout Cookie Program and other key initiatives throughout the year.
“Few brands have the legacy, influence, vision, and impact of GSUSA and we are honored and thrilled to help them write their next chapter,” said VB+P partner and president Kate Jeffers in a statement. “And as a mom of a teenage girl and female leader of an agency whose mission is to ‘do right,’ this partnership feels especially meaningful.”
Venables Bell + Partners’ appointment as AOR comes after a recent competitive review.
“We selected VB+P based on their intent, capabilities and responsiveness. VB+P approached our RFP with the intent of ‘doing right by clients and people,’ which aligns with our core values at GSUSA,” said GSUSA chief marketing officer Jocelyn Johnson in a statement.
“VB+P’s value proposition to assist GSUSA through a time of transformation and commitment to desired results of growth, relevance and clarity resonated well with our executive and marketing leadership teams,” continued Johnson. “We are excited to start our creative journey with Venables Bell + Partners and can’t wait to see the positive results.”