# Cascaid merges with Ideas Eurobrand to form new agency

- Link: https://fundraising.co.uk/2007/10/22/cascaid-merges-ideas-eurobrand-form-new-agency/
- Published: 2007-10-22T23:00:00+01:00
- Author: Howard Lake

Charity specialist Cascaid has merged with ethical consumer specialist Ideas Eurobrand
to create a new agency.
To be called The Good Agency, it aims to “tap into the enormous
growth of the ethical consumer marketplace and the close correlation between ethical
consumer behaviour and charitable giving and activism.” It will also bring Cascaid
into partnership with digital marketing specialist TwentyFirst Century Communications,
the sister company of Ideas.

 

 

## Advertisement

Alan Clayton of Cascaid explained: “There are now hundreds of ways a consumer can
do a good thing. Making a charitable donation, volunteering and campaigning are 
now choices the consumer makes along with purchasing organic or fairtrade food, 
taking an eco-ethical holiday or switching to green transport and cutting carbon
emissions.

 

 

“We have long known that the boundaries between the charity and ethical consumer
marketplaces have been blurring and ethical consumerism bridges the gap between 
giving and activism. In deciding on ethical tourism, for instance, the consumer 
isn’t just buying a product – they have decided to take action to make the world
a better place.”

 

 

He said the new agency would give clients access to “these new, ethical, growing
and lucrative marketplaces”.

 

 

The combination of the three agencies forms a new London-based agency supporting
a staff of over 100. The combined client list includes charities such as the RSPB,
NSPCC, Greenpeace, Cancer Research UK, WSPA and Arthritis Care.

 

 

Cascaid will operate as a branded division of the new agency and will remain a charity
specialist. MD Alan Clayton and director of strategy and planning Roger Lawson will
continue to head up the agency and there will be no change to personnel working 
on existing client accounts.

 

 * **[THINK launches new research unit to improve research for fundraisers](https://fundraising.co.uk/2007/10/29/think-launches-new-research-unit-improve-research-fundraisers/)**(
   29 October 2007)
 * **[26-01 becomes Community Interest Company](https://fundraising.co.uk/2007/11/05/2601-becomes-community-interest-company/)**(
   5 November 2007)
 * **[Baigent redesigns Breakthrough Breast Cancer's online fundraising](https://fundraising.co.uk/2007/11/06/baigent-redesigns-breakthrough-breast-cancer039s-online-fundraising/)**(
   6 November 2007)