CAA is launching a Social Impact consulting service that will be headed by former agency marketing executive Aubree Curtis along with Judee Ann Williams, co-exec director of the CAA Foundation. They will work with public and private sector companies to develop, implement and market their philanthropic, social responsibility and cause-related initiatives.

With total spending on corporate societal engagement now roughly at $24.5 billion a year, companies are looking at this area more closely. CAA, through its foundation, has been active in community outreach for years. It also has been very involved with corporate clients.

For instance, CAA created Delta Air Lines’ CSR platform “Delta’s Force or Global Good,” which aligned the airline with high-profile international nonprofits, created opportunities for executive leadership and initiated programs for employee and consumer engagement. Now in its eighth year as Delta’s core social-responsibility equity, the program continues to help drive the airline’s brand reputation.

“For decades, CAA has been deeply engaged in advising clients on their philanthropic interests and helping brands tell their stories, CAA President Richard Lovett” said in making the announcement.  “As the marketplace has evolved, we have identified an additional and growing business need, which sits at the intersection of a company’s social impact activities to drive consumer engagement and the positive societal outcomes that are achievable when businesses harness their power for good.”

CAA Marketing also created restaurant client Chipotle’s “Cultivate a Better World” platform to express the brands commitment to changing food culture. The campaign, which has garnered more than 1 billion earned media impressions, includes the animated short films Back to the Start, The Scarecrow and A Love Story, plus the Cultivate Festival, a free, all-ages, food music and ideas celebration featuring renowned chefs and sustainable farmers, local artisans, brewers and bands.

The agency also helped the company form the nonprofit Chipotle Cultivate Foundation to strengthen its philanthropic efforts. CAA also has spearheaded corporate initiatives for FC Barcelona, the Bill & Melinda Gates Foundation, Hickey Freeman Tailored Clothing and Cartier among other global companies and brands.