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Lunch & Learn at Edelman: The Power of Purpose

  • Wed, October 07, 2015
  • 12:00 PM - 1:00 PM
  • 200 E. Randolph St., 63rd Floor


Event Title

Lunch & Learn - The Power of Purpose

***This event is sold out. Thank you for your interest! We hope to see you at the next NIC event.***


Today’s “citizen consumers” expect organizations to address social and environmental issues, to engage with them as they do so. Marketing and PR campaigns that highlight a few niche initiatives are far from being enough. Action before communication is a fundamental imperative of the evolution of brand strategy. Once authentic action is in place, brands can begin to build movements that create social value. And brands that lead recognize that globalization and transparency demand communications and engagement strategies that are built to last.

Edelman’s Business + Social Purpose practice partners with clients to develop purpose strategies based on this approach, supported by research and unique insights.Come Lunch & Learn with us to hear about how they help the best brands combine profits and purpose.

About Edelman's Business + Social Purpose Practice

Edelman’s Business + Social Purpose practice creates integrated campaigns that bring together experts in brand strategy, creative development, reputation and issues management, public affairs, sustainability, nonprofit marketing, employee engagement and other cross-disciplinary fields. They employ Social USP™ and other proprietary methodologies, while drawing on Edelman’s goodpurpose®, Trust Barometer and brandshare® research, to develop integrated solutions for commercial success and real social impact. The combination of Edelman’s research, digital capabilities, global reach and understanding of social and environmental issues enables them to innovate for their clients. Together, they help clients launch purpose-driven programs and campaigns that make them stand out and, more importantly, make a real impact.

Samuel Shiroff, Vice President, Business + Social Purpose

Sam Shiroff is a vice president Edelman’s Chicago Business + Social Purpose Practice where he has worked with clients including Quaker, The Food Waste Reduction Alliance, Dairy Management Inc., the American Egg Board, Barilla, Humana and Nutro. Sam combines 16 years of international corporate CSR, reporting, sustainability, NGO and communication experience with a deep knowledge of carbon finance, energy efficiency and the non-profit world to provide clients with well-rounded advice from a global perspective. Sam is a LEED GA, GRI certified and speaks fluent German.

Before to joining Edelman in July 2013, Sam was the Senior Sustainability Strategist at Bosch and Siemens Home Appliances Group (BSH) North America. His responsibilities included developing and implementing the sustainability strategy of the company. Prior to this role, Sam was with BSH in Munich and responsible for the company’s sustainability projects in developing countries, CSR reporting, establishing and implementing the business models based on the Clean Development Mechanism of the Kyoto Protocol and promoting household energy efficiency policies.

Heather Oldani, Executive Vice President, Corporate Affairs

Heather Oldani is responsible for leading integrated, cross-disciplinary communications marketing and reputation campaigns for clients. Prior to rejoining Edelman in 2015, Heather held communications and PR roles over a 12-year career with McDonald’s USA. Most recently, she was the senior director of external communications responsible for developing and leading the public relations, media relations and social media strategies for the brand. She focused on creating strong synergy and collaboration between the public relations, digital and marketing functions, as well as overseeing national media relations, social media, brand category and brand reputation national PR efforts.

At McDonald’s, Heather also led cross-functional teams that developed the strategy and orchestration of significant brand-building efforts, including the launch and activation of Our Food. Your Questions to address and answer questions that people have about McDonald’s food; developed and led the communications strategy for brand reputation issues, as well as new brand marketing and food campaigns and company initiatives such as McDonald’s National Hiring Day; and developed the communications strategy and materials to reach and inspire McDonald’s restaurant managers around the company’s business strategy and vision.

Event Details
Wednesday, October 7th
Time: 12:00
1:00 pm
Location: 200 E. Randolph St., 63rd Fl. (Aon Center)
Check in: You'll need to sign in and receive a pass at the Aon Center reception desk on the 1st floor

** Please email if you need parking information**

Ticket Cost: $15 for non-dues paying members, $10 for dues-paying members of Net Impact Chicago

Lunch will be provided

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