Strategic marketing and media agency RBI has announced the creation of two new divisions: RBI Impact and RBI Properties. This expansion represents a significant development in the marketing and media industry, with implications for vendors serving the human resources and talent management sectors.
RBI Impact, led by industry veteran Bert Hensley, will focus on creating meaningful media alliances and partnerships while delivering measurable impact to worthwhile causes. With three decades of experience in sports and entertainment marketing, sponsorship sales and activation, and strategic fundraising, Hensley brings extensive knowledge to his new role. His background includes producing events and campaigns for global brands, university athletic departments, and non-profit organizations across North America. Hensley emphasized the potential of RBI Impact, noting that by developing it with a dedicated focus in this space, the division will create value for clients in areas strategic to their businesses and impactful to their missions. This approach aligns with growing trends in corporate social responsibility and purpose-driven marketing, which are increasingly relevant to HR vendors whose clients seek to enhance employer branding and employee engagement through authentic social initiatives.
Keith Burdette, another seasoned professional with over 30 years in the sports and entertainment field, will head RBI Properties. This division aims to create unique brand experiences and partnerships that lead to significant revenue growth for clients. Burdette's extensive experience includes revenue generation for Major League and collegiate events, strategic consulting, and charitable campaigns for organizations such as the NHL and PGA Tour. He highlighted the client-centric approach of RBI Properties, stating that key elements of success are creativity and a client-first mentality, with the division striving daily to deliver best-in-class service to partners. This focus on tailored, high-quality service is likely to resonate with brands seeking innovative partnership opportunities in competitive sectors, including those targeting HR audiences through sponsorships and experiential marketing.
Rob Blair, President of RBI, expressed enthusiasm about the new divisions and leadership appointments, stating that their dedication to the overall agency mission, along with their success leading similar initiatives, will allow RBI to deliver significant revenue to the bottom line of brand partners and meaningful impact to communities. By combining the creation of impactful partnerships with revenue-generating strategies, RBI is positioning itself to offer more comprehensive solutions to its clients while also contributing to community causes. This dual focus on profit and purpose reflects a broader industry shift where businesses, including HR vendors, are expected to demonstrate social value alongside financial performance.
RBI, known for building audience and revenue by blending advertisement and entertainment, offers a range of services including advertising, strategic media planning, partnerships, brand consulting, and property sales. With offices across multiple states, including Kentucky, New York, Texas, Tennessee, Florida, and North Carolina, the company is well-positioned to serve a diverse client base. The launch of RBI Impact and RBI Properties represents a strategic move to capitalize on the growing demand for integrated marketing solutions that combine revenue generation with social impact. As businesses increasingly seek partnerships that align with their values and contribute to societal goals, RBI's new divisions are poised to meet these evolving needs, offering HR vendors insights into how marketing agencies are adapting to support corporate social responsibility and employee-centric initiatives. For more information, visit https://www.rbiteam.com, https://www.rbiteam.com/Impact, and https://www.rbiteam.com/Properties.
