TRACE appoints Creative Crest as its PR agency

US-based TRACE International (Transparent Agents and Contracting Entities), a non-profit organisation committed to transparent and ethical business practices, appointed Creative Crest to publicise and promote its activities in India.

e4m by exchange4media Staff
Updated: Aug 8, 2019 11:12 AM
TRACE appoints Creative Crest as its PR agency

US-based TRACE International (Transparent Agents and Contracting Entities), a non-profit organisation committed to transparent and ethical business practices, appointed Creative Crest to publicise and promote its activities in India.

TRACE specialises in anti-bribery due diligence reviews and compliance training for international commercial intermediaries. Envisioned with its global mission to eradicate corruption and bribery at the corporate and commercial intermediaries level, TRACE, in association with the Centre for International Private Enterprise, a non-profit arm of the US Chambers of Commerce and ISIS Asset Management, a socially responsible investment house, based in London, with more than $100 billion investments, recently organised 'Anti-Bribery Standards for Doing Business Internationally' workshop at The Oberoi, New Delhi.

The local partners for the event included exchange4media, indlaw.com and Pitch. TRACE put corporate intermediaries through a certification process, including due diligence and its ilk. Those who emerge successful in the test become a member of TRACE's 'white-list', which becomes the reference point for several international companies in identifying intermediaries for their businesses.

The international anti-bribery workshop was organised to step up the level of transparency and ethical standard practices amongst the corporates and their intermediaries. Alexandra A Wrage, President, TRACE International, introduced business intermediaries to the standard international practices and law that is acceptable with the multinational companies seeking their services.

"Creative Crest conducted a very successful campaign on promoting our activities in India. The response and participation by Indian companies are phenomenal. Looking at the tremendous support and media attention, we have decided to conduct another seminar in Mumbai," said Wrage. The PR campaign for the workshop, done by Creative Crest centred around creating awareness about the initiatives amongst the different target groups- spanning across corporates, individuals, legal professionals, general public and the media, ensuring participation and endorsement by the intended audience, and measuring the effectiveness of the entire publicity drive.

TRACE currently enjoys a base of over 100 members across the world. According to Wrage, the Indian market is lucrative for TRACE. And, the company has been able to synthesise an impressive response through a well-designed and commissioned communication plan, covering all major PR aspects.

In order to garner maximum impetus, the news pertaining to the event was spread across via different print and electronic media. Creative Crest successfully voiced TRACE's mission in India and registered an impressive response from all over, claimed an official release. CEOs and senior representatives from leading Indian and multi-national companies came together on a common platform to present their perspectives on one of the most sensitive issues – cost of corrupt transactions to a community like, misappropriation of public revenue, reduced public confidence, decreased foreign investment, compromised health and safety.

As Kapil Rampal, CEO, Creative Crest, said, "The start of TRACE's activities in India will transform the way the multinational companies are perceived in this country. Global standards will ensure complete eradication of corruption, at least, at the corporate level." In the past, Creative Crest has extensively worked on diverse and extremely successful PR assignments for corporates, government bodies and NGOs supporting social causes.

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