Profile: Conservation International
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Melissa Campanelli
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Since CI does not have a big paid media budget, it relied heavily on viral marketing in this campaign. As a result, it created an “intentionally unusual PSA concept,” says Rachel Ahrens, manager of community and membership for CI. The concept was created by the organization’s advertising agency of record, BBDO Worldwide, and BBDO’s digital marketing division, Atmosphere.
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Melissa Campanelli
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Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.
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