Julia Thorold

Julia Thorold is whisky firm J&B's sponsorship and public relations manager.

Earthwatch's relationship with another of its cause-related marketing partners is rather different. At first glance it's harder to see what connection there is between the whisky giant Justerini & Brooks and its Care For The Rare global conservation programme. "The link-up came first of all from the fact that this was an area we identified as being of special concern to our customers," explains J&B's sponsorship and public relations manager, Julia Thorold. "We are very much an international brand, so we wanted to support charities that would truly have international appeal. "But we do look at this as part of our overall marketing strategy and that means we expect to get a return on our investment." J&B has so far contributed around pounds 500,000 to conservation projects including Earthwatch. "The crucial thing for all business looking to invest in cause- related marketing, is that both sides know what they expect from the tie-up - charity and business. And charities shouldn't be frightened of business talking about the relationship in marketing terms because if the deal is working for them it is much more likely to survive the economic bad times than if it's just a whim of the chairman or a connection without tangible benefit."

Affiliations

• Keepers of the Quaich, director (circa 1996)
• International Trust for Nature Conservation, Chairman
• Endangered Species of Malawi, 'our financier', 'honorary member to the J&B circle'