Reporter Kimberly Maul talks to Craig Bida, the recently hired EVP and head of cause branding and nonprofit marketing at Cone, about his past work at P&G, trends in cause marketing, and his goals for the new position.

PRWeek: You were previously at Procter & Gamble for 11 years. How did that position prepare you for a move to the agency world, particularly in the cause branding space?

Craig Bida: As a marketer at Procter, I worked with ...