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Corporate Social Responsibility (CSR) and Sustainability

Cone Names New Leader of its Pioneering Cause Branding Discipline

Cone, pioneer in the field of cause branding, has named Procter & Gamble veteran Craig Bida to play a dual role as head of its recognized Cause Brandingsm and Nonprofit Marketing disciplines. Craig Bida will join Cone this September as executive vice president. He has more than 20 years of experience in the private, public and nonprofit sectors, including an 11-year tenure at Procter & Gamble where he managed some of the world’s leading brands.

Bida will be responsible for setting the vision for the future of the two disciplines, as well as acting as a strategic advisor for key clients. With more than 30 years experience connecting companies and nonprofits, Cone has created and implemented some of the nation’s most memorable corporate and nonprofit cause initiatives, including the American Cancer Society’s Choose You, Time Warner Cable’s Connect a Million Minds, ITT Watermark and the American Heart Association's Go Red For Women.

“Craig’s experience in marketing some of the world’s most recognizable consumer products makes him the perfect choice to take the lead in laying the groundwork for the future of cause branding and nonprofit marketing services at Cone,” says Bill Fleishman, Cone’s president. “His partnership, alliance and sustainability experience will be valuable as we work with companies to align cause initiatives with broader responsible business practices and the expectations of society.”

Most recently, Bida spent 11 years at Procter & Gamble, where he led marketing and business strategy for brands including Duracell, Braun and PUR. On Duracell, Bida led multiple cause-related initiatives, such as the Duracell Power-A-Smile program, a partnership with Mattel and the Mattel Children’s Hospital, and Duracell Power Relief, a program that provides critical power to families affected by natural disasters.

While at P&G, Bida also led product innovation and development, identifying new business models and strategies and launching new products and line extensions across multiple product categories. He led in-store marketing strategy across a range of retailers and the entire portfolio of Procter & Gamble brands, including Tide, Downy, Crest, Pantene, Iams and Pampers.

“I am thrilled to join Cone and work alongside the thought leaders in cause branding and nonprofit marketing,” says Bida. “Its formidable client roster and rich history in building trusted brands makes this move a natural next step in my career, giving me the opportunity to meld my cause and consumer products experiences and bring powerful, authentic programs to market.”

Prior to Procter & Gamble, Bida spent more than five years in the public sector with the New York City Department of Housing Preservation and Development. There, Bida partnered with nonprofits, private developers and government agencies to revitalize neighborhoods through housing and economic redevelopment initiatives. He also has more than 25 years experience volunteering for nonprofits, including serving as the vice chair of the board of trustees and chair of the Development Committee of the Literacy Network of Greater Cincinnati.

“Craig has always been driven by a passion to use his marketing expertise for the greater good,” says Jens Bang, Cone’s CEO. “His depth of experience in the nonprofit and corporate sectors will add a new dimension to our senior leadership team.”

Bida earned a B.A. in English and an M.B.A from Yale University. He has an M.A. in French from the University of Vermont, where he served as a Graduate Teaching Fellow.

About Cone
Cone LLC ( is a strategy and communications agency engaged in building brand trust. Cone creates stakeholder loyalty and long-term relationships through the development and execution of Cause Branding, Brand Marketing, Corporate Responsibility, Nonprofit Marketing and Crisis Prevention and Management initiatives. Cone is a part of the Omnicom Group (NYSE: OMC) (

Andrea List

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