Charity badging models ‘reek of inauthenticity’

As Marketing Week reported earlier this week, corporate-NGO partnerships are evolving. According to the latest C&E Advisory Corporate-NGO Partnerships Barometer relationships are becoming much more sophisticated, moving away from simply being a cash-based badging exercise or reputation building initiative.
Susan Smith Ellis, CMO at Getty Images and former CEO of AIDS charity RED, agrees the nature of charity partnerships is changing, and says whitewashing and charity badging models