Painting of a heart on several pairs of hands
Share on linkedin
Share on twitter
Share on whatsapp
Share on facebook
Share on email

Giving back is good for your brand and your bottom line

IKEA have been providing the UK with flat-packed fun for almost 30 years and their success goes beyond great design and affordable prices. They’ve managed to positively impact the wider world, with their energy efficient light bulbs and sustainably managed forest products. We like them because they meet our need to continually update our homes, but we keep going back because it makes us feel good to support companies with a heart.

Can all businesses replicate this philanthropy?

Think beyond your product

Coca-cola is recognised worldwide as a soft drinks provider, but most wouldn’t regard it as anything other than a billion dollar corporation with a dominant hold on its market. It’s not a brand immediately associated with doing good.

Coca-cola have found a way to use its global appeal to do more than quench thirsts, by offering it’s existing distribution network to transport medicines alongside its bottles, across Africa. ColaLife founder Simon Berry, has shown that a bit of lateral thinking can simultaneously solve a problem and appeal to a corporate giant’s need to be more loved.

Similarly, London charity The House of St Barnabas know that fighting homelessness means more than providing beds for the night, which prompted them to turn their Soho hostel into a private members club. The newly formed hybrid social enterprise and business, now allows them to partner with local restaurateurs to provide former residents with training and employment in the hospitality industry. This new approach meets long rather than short-term needs, simply by re-purposing what they already owned.

Shared resources

Many large companies have HR policies that encourage staff to volunteer in the local community. Accenture, lets employees donate days between projects to social good, such as charity involvement – adding extra hands and positively impacting their brand image.

Anthropologie often opens its doors, to host third parties. Not so long ago, the George Street branch teamed up with the Edinburgh Dog and Cat home to raise funds, and let more people know of their dog friendly company policy. Good for the charity and for the shop, each reached new audiences of potential customers and Anthroplogie additionally differentiated itself, as a retail experience beyond the norm.

Be transparent

None of the examples above would work if they lacked authenticity. Our customer-centric world is littered with thinly veiled do-gooders and only sincere acts will do.
Charities understand this apathy all too well and know they need to be transparent to win support. Wateraid publishes all of its accounts online to show exactly how your money is spent and has seen an increase in donations as a result, far exceeding those of a typical marketing approach.

An outside view

It’s difficult to see the missed opportunities in your own business, so Denholm are regularly asked for our independent views of companies, industries and markets. Think of it as a by-product of our years in global search, which has involved speaking to creative marketing candidates from some of the world’s most innovative organisations. How can we help your business?


Get our expert tips, market insight and the odd news about Denholm Associates delivered straight to your inbox.



Whether you’re ready for a move, looking to expand your team with either permanent or interim talent, or you’re interested in joining us, drop us a note. We’d love to hear from you.


If you’re a startup or a smaller SME, we recognise that high performing talent is crucial to power your growth, but cash also can be tight. So we tailored a recruitment solution just for you. Please give us a call or drop us a quick note here and we’ll get right back to you.


Our Careering out of the crisis guide will give you some expert tips to start taking positive action towards a happier and more fulfilled working life.


Get our best practice guide to successful virtual hiring and onboarding today.

Head of Marketing for Vodka, Gin and RTDs

Denholm is delighted to be working in partnership with Loch Lomond Group to recruit a passionate, creative and strategically-minded marketing professional to the team. In this newly created role, the Head of Marketing for Vodka, Gin and RTDs will take full ownership for defining the direction the clear spirit brands take.

The role will offer the perfect balance of brand and trade marketing activities. Working with a category leading brand, you will have strong consumer branding knowledge which will allow to translate these brand activations into engaging brand stories and will help recruit the target audience into the brand halo. A strong commercial marketer, you will work with the Sales team to execute key marketing initiatives, ensuring that all brand executions produce a strong ROI through the P&L.

The Head of Vodka, Gin and RTDs is one of the most exciting roles available in the marketplace and will provide a solid platform for an adventurous and thought-provoking market leader to make a big impact in the category.

Head of Whisky Marketing

Denholm are delighted to be working exclusively with Loch Lomond Group; one of the most exciting and fast-growing global spirits companies in the country. To assist with their growth ambitions, they are looking to recruit a commercially astute and strategic marketer to join their team in a newly created role, as Head of Whisky Marketing.

Reporting to the Chief Marketing Officer, the Head of Whisky will create and drive a comprehensive and strategic brand plan including positioning, range architecture and pricing strategy to allow delivery of the business growth ambitions. You will have a background of working with premium spirits and be confident in launching NPD and range extensions across the global marketplace, ensuring alignment to the brand values through promotional toolkits. In addition to a background in brand-building, with the consumer at the heart of global activations, you will have experience of leading brand communications across all platforms including digital, sponsorship, PR and Events.

The Head of Whisky will be a visionary thinker and will bring passion and enthusiasm to the role. You will have the ability to nurture and lead a high performing team to ensure that all strategic plans are translated into commercially successful activations.


If you’d like to find out more please give us a call or drop us a quick note here and we’ll get right back to you.


If you’d like to find out more please give us a call or drop us a quick note here and we’ll get right back to you.


If you’d like to find out more please give us a call or drop us a quick note here and we’ll get right back to you.


You can give us a call for more information about our Outplacement Support or you can simply download more details here.


You can give us a call for more information about our Career Transitioning Support or you can simply download more details here.


If you’d like to find out more please give us a call or drop us a quick note here and we’ll get right back to you.


Opportunities await you...

Whether you're searching for a new role or interested in getting some market insight from one of our experts - we're happy to help.


We deliver permanent and interim future-fit talent – creatively, sustainably and cost-effectively. Our end to end digital process starts here…

If you’d like our help, please give us a call or send us a quick brief. Our team are on standby to do the rest.


CVs and interviews will take you to Level 2. Our behavioural profile will take you to Level 3, vital to identifying future potential.


Appears to...

  • Appearance
  • Expressiveness
  • Manner
  • Presence


Can do...

  • Knowledge
  • Acquired skills
  • Training
  • Experience
  • Education
  • Credentials


Will do...

  • Capability to learn
  • Aptitude
  • Attitude
  • Self-motivation
  • Stability
  • Persistence
  • Maturity
  • Temperament
  • Behaviour patterns