Cynthia Round

The MET

videos » 2017 » Cynthia Round:

Using Brand Strategy to Create Social Change

Filmed Friday April 21, 2017 | CMA Theatre



Learn from a renowned expert who has led successful branding initiatives for the world’s largest nonprofit (United Way Worldwide) and America’s largest museum (The Met).

If brand-building strategy can create a cult-like following for a pair of running shoes or a cup of coffee, then surely we can use these same approaches to inspire better choices for healthy lives, give more children the education they deserve, or to save the planet. What can the world’s best brands teach us about creating positive social change?


Cynthia Round

The MET

Cynthia Round is a hybrid brand executive with over 25 years of experience revitalizing iconic global brands, building relevance to new audiences, and unifying consistent brand experience across organizations/networks. Most recently, she served as senior vice president of marketing and external relations at The Metropolitan Museum of Art in New York.

From 2002-2013, she was executive vice president of brand marketing and strategy for the nation’s largest privately-supported nonprofit, United Way Worldwide, where she was responsible for global brand stewardship, its national website, communications, marketing, research, and volunteer and online engagement for some 1800 United Way chapters in more than 40 countries. Previously, she held major advertising and marketing positions as senior partner and executive group director at Ogilvy & Mather and, earlier, as a brand manager at Procter & Gamble.

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