The iSMA 2025 AGM took place on 26th of September.
Relevant documents:
- Presentation and Anual Report by Jeff French – iSMA President.
- Presentation by FABIOLA KOPASZ, Social impact branding and social marketing.
- Recording below.
iSMA AGM
The 2025 iSMA AGM consisted of a brief review of the work iSMA has undertaken over the past year to promote the uptake of social marketing globally. The President of iSMA Jeff French also outlined upcoming actions and activities to increase recognition of the advantages of applying social marketing to tackle many of the worlds behavioural related challenges. The AGM also featured information about the growth of regional and national social marketing associations around the world. The AGM concluded with a review of iSMA financial position and ideas for income generation.
Annual lecture: Social Impact Branding and Social Marketing.
Every year, at the iSMA AGM, a prominent social marketer volunteers to give a keynote address. This year, we are fortunate to have a speaker from Hungary for the first time, Fabiola Kopasz. Fabiola spoke about social impact branding and social marketing.
The aim of this presentation is to convince and inspire the experts that the gap between “marketing for profit” and “marketing for social good” can be narrowed, and in the case of purpose-driven companies, can disappear due to the sustainability expectations and pressure from stakeholders.
The presentation demonstrates the impact and benefits of Business-to-Human approach (B2H), and includes some conceptions of how to apply social marketing to branding, how to build the brand with social value.
Fabiola Kopasz
Marketing and corporate communications specialist and ESG expert
Fabiola Kopasz studied Hungarian and Russian literature and grammar at the University of Szeged, marketing/communications at the College of Foreign Trade and Social Psychology at the University of Pécs PhD programme.
She began her professional career in the non-profit sector, contributing to the social projects focused on key social issues (mental health, social integration and inclusion, crime prevention, visual culture, etc.), helping to raise funds and communicate the impact of the programmes.
After several years in the non-profit sector, she gained more than 20 years of business development and corporate communications experience in an international and domestic environment, primarily in the B2B sector (manufacturing and R&D). In the business sector, she shaped the company’s environmental and social impact from the social responsibility and ESG perspectives and strengthened its bond to local communities.
After working in the automotive, aviation and financial consulting industries, she worked for Ganzair, a unique equipment manufacturer and systems integrator, as a Transformation manager and Director of Strategic Marketing to increase the competitiveness of Hungarian-owned SMEs and strengthen cooperation with international manufacturing brands. Fabiola currently responsible for internal communication content and projects as Content manager at Knorr-Bremse Rail Systems Budapest.
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