International Coach Federation Names Stanton Agency of Record

ICF Agency of Record

International Coach Federation (ICF) Agency of Record

The International Coach Federation (ICF), the leading organization dedicated to advancing the art, science and practice of professional coaching, today named Stanton Communications its global public relations agency of record. The selection came as the culmination of an extensive agency search process conducted for ICF by RFP Associates.

“At a time when the coaching profession is growing in every corner of the world and gaining widespread acceptance, ICF is eager to demonstrate excellence in the field through thoughtful and creative storytelling,” said Magdalena Mook, Executive Director and CEO, International Coach Federation. “Working with an experienced public relations firm such as Stanton Communications, we will expand a global effort to demonstrate the power of professional coaching and advance recognition of the ICF brand as the standard-bearer of quality in the coaching profession,” Mook said.

Drawing on a successful history of work for professional and industry association clients such as the American Nurses Association, American Statistical Association, the Consumer Technology Association, and Global Automakers, Stanton Communications will work with ICF to develop a program to build awareness of professional coaching and the ICF brand, particularly outside North America. Stanton mobilized its associates Central Hub China, VIANEWS Integrated Communication, and PIELLE Consulting to focus the program initially on China, Latin and South America, the UK and Europe respectively. Support will be provided to ICF’s chapters and Regional Service Centres in these and other strategic regions of the world.

“Coaching is an industry that has become relevant and necessary at a time when pressures are rising on professionals to be highly productive, socially aware and fully engaged,” said Lori Russo, President of Stanton Communications. “As the global leader in coaching, ICF is in an excellent position to launch an initiative of this type to raise awareness and understanding of the industry, and also appreciation for ICF’s standards and credentialing and accreditation practices. We are proud to join ICF in this effort,” Russo said.

“It was rewarding to work with ICF in the selection of its first public relations firm to address the organization’s global needs,” said Robert Udowitz, Principal, RFP Associates. “ICF conducted a thorough and transparent process consistent with RFP Associates’ standards for clarity of mandate, disclosure of budget, and accessibility throughout the review process. Some of the best firms in the country competed for this engagement demonstrating the integrity of the approach ICF undertook,” Udowitz concluded.

About International Coach Federation

The International Coach Federation (ICF) is dedicated to advancing the coaching profession by setting high ethical standards, providing independent certification and building a worldwide network of credentialed coaches across a variety of coaching disciplines. ICF is active in representing all facets of the coaching industry, including Executive, Life, Leadership, Relationship, and Career Coaching. Its 25,000 members located in more than 135 countries work toward the common goal of enhancing awareness of coaching, upholding the integrity of the profession, and continually educating themselves with the newest research and practices.

About Stanton Communications

Stanton Communications, Inc. is a national public relations firm with multi-category expertise. The firm represents some of the world’s leading organizations, corporations, and industry groups and provides strategic counsel, marketing communications and public affairs services. Stanton Communications is active internationally through its membership in the global consortium of independent PR firms, PR World Alliance. For the past quarter century, Stanton Communications has gained distinction as a firm intensely focused on client service excellence. For more information, visit

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