Business in the Community has announced that Tim Mason, director of Tesco, will be involved in a new initiative to increase the extent of corporate giving to charities.

The programme encourages the creation of ‘Cause Marketing Partnerships’, which include a variety of ways that companies can use their resources to help charity partnerships and good causes.

Julia Cleverdon, chief executive of Business in the Community, said: “We are delighted that Tim Mason has agreed to lead the next stage of this work.

“In addition to developing a business-led approach, we look forward to continuing to work constructively with the Government’s Corporate Challenge and working in partnership to achieve our shared objectives.”

Tim Mason said: “We have made a lot of progress showing how the power of brands can be put to good use through Cause Related Marketing. An even greater impact is achieved when companies think strategically and integrate the different methods of control.”