Lead by Tim Mason, director of supermarket chain, Tesco, the programme will build on the work of the Business in the Community’s Cause Related Marketing Campaign, by identifying the best ways in which companies can use their resources to benefit charities and good causes. It will also provide examples of best practice from current cause related marketing programmes, charity of the year partnerships, payroll giving and employee volunteering.

Julia Cleverdon, chief executive of Business in the Community, said: “We are delighted that Tim Mason has agreed to lead the next stage of this work. Tim is not only one of the most successful marketing directors in the UK, showing how a commitment to good causes can play a key part in a successful, profitable business, but he is also passionately committed to this agenda.”

Tim Mason, director of Tesco and chair of the Cause Marketing Partnerships Campaign, said that although a lot of progress has been made in using the power of the brand to help good causes, more could be done.