Venables Bell + Partners Named Agency of Record for Girls Scouts of the USA

Leading independent agency Venables Bell + Partners announced that they have been named agency of record by Girls Scouts of the USA (GSUSA). As AOR, VB+P will lead brand-building efforts and support Girls Scouts’ mission of building girls of courage, confidence, and character who, in turn, make the world a better place.  

"Few brands have the legacy, influence, vision, and impact of GSUSA, and we are honoured and thrilled to help them write their next chapter," said VB+P partner and president Kate Jeffers. "And as a mom of a teenage girl and female leader of an agency whose mission is to 'do right,' this partnership feels especially meaningful." 

Venables Bell + Partners’ appointment as AOR comes after a recent competitive review. In its new role, the agency will be responsible for foundational brand development, spanning research, brand platform, and creative development, as well as comms ecosystem development, rollout, and measurement. VB+P’s content and creation studio, Taproom Studios, will also lead day-to-day marketing services that support the brand’s recruitment campaigns, the iconic Girl Scout Cookie Program, and other key initiatives throughout the year.  

“We selected VB+P based on their intent, capabilities, and responsiveness. VB+P approached our RFP with the intent of “doing right by clients and people,” which aligns with our core values at GSUSA,” said GSUSA chief marketing officer Jocelyn Johnson. “VB+P’s value proposition to assist GSUSA through a time of transformation and commitment to desired results of growth, relevance, and clarity resonated well with our executive and marketing leadership teams. We are excited to start our creative journey with Venables Bell + Partners and can’t wait to see the positive results.”