LeadDog Marketing Group has opened a new division focusing on socially and environmentally conscious brands.

The division, named GreenDog has clients that include Better Homes & Gardens and its 15-market "Living Green Tour" and GoodBelly, a new probiotic fruit drink created by the founder of the Silk soymilk brand.

GreenDog will work closely with LeadDog Marketing Group to advise on partnerships and sourcing green event options for the New York City Department of Transportation's "Summer Streets.” The inaugural program is part of New York's sustainability and public health agenda that will temporarily close off the traffic along Park Avenue and connect streets on three Saturdays in August to raise the profile of green transportation in New York City.

GreenDog also has a policy where 6% of a new client's fees are earmarked for a client's specific not-for-profit cause of choice.

"There are so many socially responsible companies out there that are doing great things and also want to do great things, but lack the support needed to help create, communicate and market their stories effectively, starting with inspiring even their own employees," Dan Mannix, president and founder of LeadDog, said in a statement.

As part of the launch, GreenDog is announcing key strategic partners and Managing Directors:

The agency has named Greta Palmer and Laura Leinweber as managing directors for the new entity.

Palmer joined LeadDog four years ago. She is an events producer who has spearheaded a number of high profile events and programs including the Better Homes and Gardens & Green Works Living Green Tour, Memorial Sloan-Kettering Cancer Center's Rock & Run on the River, AARP The Magazine Road Show Tour and Self Magazine's Workout in the Park. Prior to that she was a senior manager of events and entertainment for the National Hockey League.

Most recently, Leinwebera headed public relations and corporate communications for Sambazon, an organic food and beverage company. She was also a co-founder and vice president of communications for LIME pr+promotions.

The company has also engaged third-generation Ocean Explorer Fabien Cousteau as a consultant on environmental initiatives, and offer unique field perspective for impactful program development. He will also write dispatches and share photos and video from expeditions around the world for GreenDog's blog, which will launch in August.

In addition, TechLaw, environmental consultants for the Environmental Protection Agency for more than 25 years, will act as a strategic partner to GreenDog for more advanced environmental consulting and expertise.

LeadDog, based in New York City, offers services in brand promotions, events, grassroots, experiential and cause-related marketing.

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