New Speaker: Cynthia McCafferty, Fleishman-Hillard
Political campaigns were some of the first organizations to develop innovative outreach techniques on a grassroots level. Now, consumer brands are starting to use these grassroots outreach methods to get invited and welcomed inside consumers’ homes and businesses. Cynthia McCafferty, Senior Vice President of Fleishman-Hillard, will present a case study on how she worked with Clorox to create opportunities for consumers to share information, products, and services in a way they considered personal, credible, and valued.
At Fleishman-Hillard, Cynthia has led the development of grassroots education and marketing capability. She has worked on more than 50 grassroots programs for clients including Procter & Gamble, Dannon, Pfizer, Organon, and Astra Zeneca. The grassroots programs have ranged from nutrition and health education to wellness products and behavioral change. Prior to joining Fleishman-Hillard, Cynthia worked as a consultant on a variety of political and business campaigns.
More about Cynthia:
