The next milestone in the evolution of social marketing was the publication of "Social Marketing: An Approach to Planned Social Change" in the Journal of Marketing by Philip Kotler and Gerald Zaltman.
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Speaking of what they termed "social change campaigns", Kotler and Ned Roberto introduced the subject by writing, "A social change campaign is an organized effort conducted by one group (the change agent) which attempts to persuade others (the target adopters) to accept, modify, or abandon certain ideas, attitudes, practices or behavior."
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CBS Daytime's senior vice-president, Angelica McDaniel, described the character as a "young and hip" artist who understands the power of social media and marketing.
The speaker lineup comprised various experts in the field of online and social marketing from across the globe, including Dr. Shashi Tharoor (Indian Parliament), Bingham Willis, Lucy McCabe (Ogilvy & Mather, Singapore), Nick Decrock (Yento!, Belgium), Aditya Anupkumar (Saatchi & Saatchi, India), Namrita Sehgal (Taj Hotels Resorts and Palaces, India), Ramon Vullings (new shoes today, Netherlands), and Ankit Fadia (eSecure Solutions, India).
Credos is chaired by James Best, who is Chairman of the Committee of Advertising Practice, a non-Executive Director of social marketing agency ICE, and Vice Chair of the Deborah Hutton Campaign.
The agency incorporated in 1987, and later launched the groundbreaking social marketing campaign, “Live Long Sugar,” with Patti LaBelle, which alerted people of color living with HIV/AIDS about the dangers of the common HIV co-infection, Pneumocystis carnii pneumonia (PNP).
is a leading provider of a software-as-a-service (SaaS), enterprise-level social media marketing platform that enables marketers to publish, engage, and measure social marketing campaigns and activities on social media platforms such as Facebook, Twitter, LinkedIn, and YouTube.