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Blogs / Influence

First Look: SocialxDesign Launches

August 14, 2012
Two Obama White House consultants launched a new marketing firm today focused on social engagement campaigns.

Toby Chaudhuri and Giovanni Rodriguez are the forces behind SocialxDesign, which has offices in D.C. as well as San Francisco and Silicon Valley.

Rodriguez has done pro-bono consulting work for the White House, while Chaudhuri worked as a paid consultant to the White House's race-based initiatives, including the Initiative on Asian Americans and Pacific Islanders. Chaudhuri cut his teeth in Democratic politics, having worked in the Clinton White House and served as Al Gore's deputy press secretary during his 2000 presidential run. Rodriguez comes from Deloitte, where he helped create the firm's postdigital practice.

Barbara Bates, who will continue to serve as Eastwick's CEO, will also be joining the SocialxDesign team.

The firm will specialize in bridging online communities with offline social movements, as well as multicultural and cross-cultural communications.

"If an organization wants to scale quickly, the best way to do that is leveraging your supporters or the folks who are organizing in your field," Chaudhuri told the Alley.

SocialxDesign will also work with Stanford University researchers.

The firm's D.C. offices will focus primarily on member-based, non-governmental organizations as well as local, state and federal campaigns. They have have about 10 clients so far, including continuing work with the White House and a State Department Middle East and North Africa project. They also have lined up in their roster a few start-up companies and a federal campaign, which Chaudhuri said he couldn't disclose yet.

This post has been updated to clarify that Rodriguez did pro-bono consulting work. An earlier version also stated he started Deloitte's digital, not postdigital, practice.

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