Magazine article Marketing

Greenpeace Finds New Chief at Its DM Agency

Magazine article Marketing

Greenpeace Finds New Chief at Its DM Agency

Article excerpt

Greenpeace has hired Cathy Anderson, a new media director at its below-the-line agency, as fundraising and marketing director as it looks to focus on the internet as a campaigning, fundraising and communications tool.

Anderson took up her new position with the environmental pressure group last month. She was previously new media account director with Greenpeace's direct marketing agency Burnett Associates. Before that she was a project director with Oxfam. Anderson replaces Annie Moreton, who left Greenpeace to take up a role at Burnett Consulting.

Anderson's arrival will signal a stronger focus on the net and viral marketing to expand Greenpeace's donor base. The charity has a regular donor base of around 150,000 members, which it wants to expand as issues such as genetically modified food gain prominence. Last year, Greenpeace launched a 'true food' web site to provide information on GM and organic products, which it hopes to expand (Marketing, June 17,1999).

The charity is also campaigning on the back of the recent fuel crisis. It has carried out a series of high-profile consumer polls indicating that the public considers high fuel taxes are justified if they aid environmental policy. …

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