Mitch Markson is global Chief Creative Officer and President of Brand Consulting for Edelman.  He is responsible for campaign development for clients, as well as the creation of intellectual property for the firm in the United States, Europe and Asia-Pacific.

Mitch consults with clients on PR-centric branding, and uses tools he created, such as goodpurpose™, which is Edelman's brand of social purpose marketing.  The goodpurpose approach, backed by an annual global study of 6000 consumers, helps brands and their publics work together to take action and effect positive social change for mutual benefit.  Mitch and his team have helped clients discover their social purpose territory as well as a differentiating, and ownable idea.  Clients include: the American Egg Board, Quaker, Brita, Illinois Tourism, Shell and several Unilever brands, including Dove.

Mitch believes that the utilization of popular culture entertainment and the type of content that is reflected in the Good Pitch initiative is instrumental in shaping a social purpose campaign for a brand.