Can 72andSunny Convince Brands That Good Works Will Drive Sales?

Nonprofit exec Jim Moriarty heads new practice

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72andSunny is launching a new brand citizenship practice that aims to tie good works to marketers' bottom-line results. Nonprofit veteran Jim Moriarty is heading the effort after serving nearly 10 years as chief of the San Clemente, Calif.-based Surfrider Foundation, which he helped build into the largest nonprofit devoted to coastal protection.

Equally important to the MDC Partners agency is Moriarty's background as a tech entrepreneur and marketer whose business experience includes a post as vp, marketing at SAP.    

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