GoodBrand Impact

What GoodBrand Impact does

GoodBrand Impact is a privately held media and advertising agency and consultancy headquartered in New York that integrates social impact programming with brand media buying and content production. The firm operates four interlocking service lines: Social Impact Consultancy, Full-Service Media Buying Agency, Content Creation & Storytelling, and Impact Execution. It is led by Founder and CEO Seth Zimmerman, who brings nearly 30 years of advertising sales, brand partnerships, and CSR strategy experience, and Chief Creative Officer Lester Perkins, with 25+ years of creative and production experience. The firm is positioned to serve enterprise brands that need to demonstrate authentic social responsibility while preserving media budget efficiency, alongside nonprofits seeking funding and visibility, and agency or sales organizations that want to layer a purpose-driven value proposition onto existing offerings.

The core offering works by reallocating a portion of a brand's existing media spend to fund nonprofit community initiatives and the production of impact-focused content, without reducing the brand's media value or requiring incremental budget. Distribution is amplified through long-standing media partnerships with CBS (since 2010) and iHeartMedia (since 2019), and the firm maintains a network of hundreds of nonprofit partners across diverse cause areas to enable campaign execution. GoodBrand Impact is offered through two go-to-market motions: as a full-service media buying agency and as a consultancy that embeds within existing agency teams or brand sales organizations. The pricing structure is not publicly disclosed but is described as carried within the client's media budget.

The firm's operational footprint is small, with 1–10 employees and no disclosed external funding, though the leadership team claims cumulative responsibility for more than $800 million in ad revenue and $50 million directed to leading nonprofits across prior roles. Publicly disclosed customers are all large enterprises, including UnitedHealthcare, Lexus, Honda, Chevrolet, Wells Fargo, and Dell, with campaign work shown as case studies on the company website. The entity was formally established under the GoodBrand Impact brand in 2024 according to firmographics, although the underlying value proposition traces back to a 2010 launch at CBS, suggesting a recent rebrand or spin-out rather than a true startup.

Name

GoodBrand Impact

Legal name

GoodBrand Impact

Website

https://goodbrandimpact.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

GoodBrand Impact is a New York-based social impact media agency and consultancy that helps enterprise brands fund nonprofit initiatives and produce purpose-driven content by unlocking value within their existing media budgets, without incremental cost to the brand.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Media Buying Agencies (541830), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Cause Marketing & Co-Promotions (BPAFAMAK)

akta.pro secondary industries

Cause/Sustainability & Purpose-Driven Creative Agencies (MPAAAAAL), Sponsorship Activation & Experiential Marketing (THAHAGAC)

Keywords

• Media buying services
• Advertising agency
• Social impact consulting
• Brand partnership advisory
• Nonprofit partnership programs

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Media Buying Services: Full-service media buying agency that enables brands to unlock previously hidden value in their media spends to fund nonprofit community initiatives and impact-focused content production. The service is offered at no additional cost beyond the media budget.
2. Consultancy Services: Working directly with brands, existing agency teams, or sales organizations as a consultancy to integrate social impact into marketing and revenue strategies.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

GoodBrand Impact is a social impact agency and consultancy that operates as both a full-service media buying agency and a strategic consultancy. It helps brands unlock previously hidden value in their media spends to fund nonprofit community initiatives and produce impact-focused content, with the offering delivered at no additional cost beyond the media budget. Services span social impact consulting, media buying, content creation and storytelling, and end-to-end impact execution through a network of hundreds of nonprofit partners nationwide.

Product overview

GoodBrand Impact operates as a unified social impact agency offering an integrated platform of four core services: Social Impact Consultancy, Full-Service Media Buying Agency, Content Creation & Storytelling, and Impact Execution. The consultancy service helps brands integrate purpose into marketing strategies, which then flows into the media buying agency that unlocks hidden value in media budgets to fund nonprofit initiatives and content production. The content creation team produces high-quality brand films and impact narratives, while the impact execution service manages nonprofit partnerships and program delivery. These services work together to help brands deliver measurable social impact while strengthening consumer and employee connections, all at no additional cost beyond the media budget.

Differentiator

Problem solved

Functional benefit

Products and services

• Social Impact Consultancy Consulting service that helps brands integrate social impact into their marketing and revenue strategies, working directly with brands, existing agency teams, or sales organizations to align profitability with purpose.
• Full-Service Media Buying Agency Media buying agency service that enables brands to unlock previously hidden value in their media spends to fund nonprofit community initiatives and impact-focused content production, without impacting media strategy or brand media value.
• Content Creation and Storytelling High-quality, commercial-grade content production service that creates narratives highlighting brand commitment to social good, including video production, brand films, and impact storytelling aligned with campaigns.
• Impact Execution End-to-end execution service for nonprofit partnerships, including program management, employee engagement, and recognition, with access to hundreds of nonprofit partners nationwide covering diverse causes.

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• iHeartMediacoreStrategic or Co-development Partner · 1 January 2019Expanded value proposition at iHeartMedia in 2019, broadening reach and capabilities.
• CBScoreStrategic or Co-development Partner · 1 January 2010Launched value proposition at CBS in 2010, establishing the foundation for their social impact media model.
• Hundreds of Nonprofits NationwidecoreStrategic or Co-development PartnerMaintains partnerships with hundreds of nonprofits nationwide covering diverse causes and issue areas, enabling delivery of measurable projects in any issue area aligned with brand values.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Hearts & Science: Hearts & Science (Omnicom) is a data-driven media agency that, like GoodBrand Impact, blends media buying with purpose-driven outcomes for enterprise advertisers.
• Ketchum: Ketchum (an Omnicom-owned PR firm) runs a dedicated purpose and CSR practice that pairs brands with nonprofits and produces cause-driven creative, directly comparable to GoodBrand Impact's social-impact agency model.
• Cone Communications (Porter Novelli): Cone Communications (now part of Porter Novelli/Omnicom) is one of the longest-running cause-marketing and CSR agencies in the U.S., a direct comparable in mission, deliverables, and brand-nonprofit campaign work.
• Spark Foundry: Spark Foundry (Publicis Media) is a global media agency that competes for enterprise media planning and buying budgets, the same service category GoodBrand Impact monetizes through its cause-marketing wrapper.
• Goodway Group: Goodway Group is an independent media-buying and planning agency serving enterprise brands, closely aligned with GoodBrand Impact's full-service media-buying agency positioning.
• Ad Council: The Ad Council produces pro bono, cause-driven public service campaigns in partnership with major brands and media outlets, a structurally similar model to GoodBrand Impact's brand-plus-nonprofit-plus-pro-bono-media approach.

Broad incumbents

• Publicis Groupe: Publicis is a global advertising holding company whose agencies (including Leo Burnett, Publicis Media, and Purpose) compete for the same enterprise brand-purpose and cause-marketing mandates that anchor GoodBrand Impact's pipeline.
• MullenLowe Group: MullenLowe has built a brand-purpose and pro-social practice (including the award-winning "Open" platform) that mirrors GoodBrand Impact's positioning of purpose-led creative and cause-marketing for large brands.
• Edelman: Edelman is a global communications firm whose Edelman Trust and Purpose practices serve enterprise clients on CSR, cause marketing, and impact storytelling, overlapping heavily with GoodBrand Impact's brand-and-nonprofit mandate.
• Ogilvy: Ogilvy operates purpose-driven creative and social impact practices inside a global creative network, competing for the same enterprise brand-purpose mandates as GoodBrand Impact.

Market position

Strengths3 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/goodbrand-impact

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GoodBrand Impact