Corporate Communications Manager for the Arabian Peninsula at Procter & Gamble
Alex Malouf is a judge at the 2018 Gulf Sustainability and CSR Awards. A marketing communications executive who has spent the last 14 years in the Middle East, he holds the position of Corporate Communications Manager for the Arabian Peninsula at Procter & Gamble. His remit includes supporting the organization on regional sustainability initiatives, both environmental and social.
In their ever-increasing need to differentiate both corporate and product brands, many companies are turning to the use of cause-related marketing.
Decades ago, if you dropped the phrase "cause-related marke...