We make

The good cause ad agency
for companies & nonprofits.

Buena News

Maybe it’s just us but it seems weird for an ad to pay for eyeballs, especially for good causes.

It’s like saying:
my message is so irrelevant, I have to pin open your eyelids and hogtie you like a psycho doctor in a 1950’s horror film.
Imagine what would happen when an agency assumed its ideas would have to be good enough to get juicy, voluntary eyeballs all by themselves—to get millions of people talking,
no psycho doctor necessary.
That’s Buena.

uh, what?
tell me more >

We believe in
Free Eyeballs

We don't make ads. We make ideas that people talk about, for free. Sure, sometimes plussing it up with paid media can help get it started but free media impressions is the core of how we think.

We believe in

We think big ideas can happen at any moment, whether it's for our current clients or for potential new clients, we love being generous with our thinking until we find the right fit for the idea.

We believe in

We don't see "good" or "giving" as a company's separate department. Marketing, giving, and branding can all work together to help companies do good and do well, making a bigger impact on both ends.

Our Clients

We often work on a project basis, concepting an idea and fully producing that idea. Here are some of our current and past clients.

Our Work

Why an ad agency for good causes?

The research is solid—as Millenials begin to take hold in the market, consumers want their brands to have a voice in issues they care about. They want to see good causes that naturally fit into brands, beyond just giving cash donations. We help make that happen.

of millennials have switched to a good cause brand in the past 5 years.
of consumers will purchase a product because a company advocated for an issue they cared about.
of millennials will spend more on brands that support causes.
of consumers would help promote a business with a good cause.

Our Impact

Our campaigns have had Superbowl-sized audiences for the cost of a shoestring. We’ve been organically featured in most of the major news outlets.


Value of free media coverage
for our clients.


Articles written about
our campaigns


Media impressions, with
almost $0 media budget

Our Team

Doug Burnett
Founder / Creative Director
Lani Reichenbach
Account Director
Allie Bottinelli
Account Executive
Trevor Cornwell
Business Development Director
Joe Maggiore
Senior Producer
Rena Dusenbury
Freelance Senior Producer
Hayley Bauske/Houlberg
Creative Strategist
Varsha Kaura
Account Advisor
Rich Stoddart
General Advisor
Jon Wyville
Creative Advisor
Vince Geraghty
Production Advisor
Amit Pradhan
Funding Advisor

Doug Burnett

Founder / Creative Director

Doug founded Buena in 2016 as a decade-long dream of spending 100% of his time working on good causes. His ideas have inspired millions to take action for social good from large corporations to small nonprofits. Since founding Buena, he has received 26 medals between Cannes, D&AD, One Show, Clios, ANDY, and LIA, leading the One Show named him a Top 25 Art Director Worldwide a year after Buena was founded. His artwork at Buena has been on exhibition at The London Design Museum, a Tate-curated Gallery, the Art Institute of Chicago, and the MuseumsQuartier.

Previous to Buena, Doug spent seven years at Leo Burnett Chicago where he was named an employee of the year in his second year. Before Leo Burnett, he freelanced for various companies for five years. He has worked on brands including Coca-Cola, Samsung, McDonald's, P&G, Kelloggs, Nike, Playstation, Allstate, and Kraft.

In 2018, One Show named Doug a jury member, where he was invited to speak at the award show. He regularly speaks at conferences across the world about the importance of good cause advertising.

He is the proud father of two and has been happily married for 11 years.

Lani Reichenbach

Account Director

Allie Bottinelli

Account Executive

Allie is a recent graduate from the University of Oregon with a degree in Advertising and a focus on Account Management. She uses her background in design and social media to help manage projects and client relationships. She resides in Portland, OR with her Pug, Walter and mini Newfiedoodle, Cher.

Trevor Cornwell

Business Development Director

Trevor helps to develop Buena's client base and provides start-up insights. He is the founder of a number of successful startups, including Skyjet, which was acquired by Bombardier. Previously, Trevor served at the Democratic Senatorial Campaign Committee under Senator John Kerry; on both Presidential and Senatorial campaigns; and for America's Promise, chaired by General Colin Powell.

Joe Maggiore

Senior Producer

Joe comes to Buena with six years experience, some of the largest ad agencies in the world, including Leo Burnett and TBWA/Chiat Day. He has a passion for making, often in innovative, non-traditional, and nimble ways.

He has produced work for companies including Intel, Allstate, Fifth Third Bank, and Buffalo Wild Wings.

Rena Dusenbury

Freelance Senior Producer

Rena brings 15 years of production experience to Buena. She is an award-winning Creative Film and Digital Producer. Her transmedia work includes narrative feature, feature documentary and docu-series for broadcast, as well as global integrated VR, digital, broadcast, print, and experiential work. She leads teams of talented makers in development, production, and post. Rena provides expertise and continuity throughout the global transcreation, PR and amplification phases. She works with innovative, culture-defining companies including @Radical, Anonymous, Iconoclast, MGM, Capitol Records, and Google.

Hayley Bauske/Houlberg

Creative Strategist

Varsha Kaura

Account Advisor

Varsha gives Buena direction on client relationships and partnerships. She is a passionate leader of people and ideas. She spent 20 years in advertising driving creativity and growth. Most recently as an Executive Vice President at Leo Burnett she led clients such as Allstate Insurance, Kellogg Company, DeVry University, and Brook Sports. Varsha is an expert in managing big budgets and driving winning creative and media (mass, social, digital) campaigns.

Varsha is driven by the possibilities for driving growth for her clients, company, family, and causes. Relentlessly focused on results, Varsha infuses energy, insight and even a little humor into everything she touches. She sees every day as a new opportunity for making something great happen and we can count on her to do just that.

Varsha lives in Chicago with her family, which includes two smart and adorable children ages 16 and 11 and her husband of 22 years. She also serves on the Founders Circle of the American India Foundation.

Rich Stoddart

General Advisor

Rich Stoddart advises Buena on client relationships and partnerships, giving the immeasurably valuable ability to connect Buena's proactive ideas to industry leaders.

Rich Stoddart is currently the President and Chief Executive Officer of Inner Workings. Previously, Rich was Global President of Leo Burnett Worldwide serving as the chief executive officer of the global company. Rich was the CEO of Leo Burnett Worldwide and prior to that CEO of Leo Burnett North America. Under his leadership, Leo Burnett North has driven growth and the acquisition of new clients and has delivered some of the most effective and talked about campaigns for clients including “Mayhem” for Allstate, “What Will You Gain When You Lose?” for Kellogg’s Special K and “Mean Stinks” for Procter & Gamble’s Secret. As CEO, Rich is recognized for his leadership in the development and integration of shopper, digital, social and mobile capabilities as well as talent acquisition.

Rich is a proven marketing leader who successfully drives growth and innovation. His leadership has helped Leo Burnett consistently win “Best Place to Work” commendations from Advertising Age and The Chicago Tribune. He has aligned Leo Burnett and sister marketing services agency Arc, enabling the delivery of seamless, cross-platform solutions.

Rich began his career at Leo Burnett in 1985 working on the Hewlett-Packard account as a media buyer/planner. He then transitioned to account management, quickly rising through the ranks over the next ten years to become account director. He later joined Fallon, a sister Publicis Groupe agency. During his time there, Fallon earned “Agency of the Year” honors from both Adweek and Advertising Age. He then joined Ford Motor Company as manager of marketing communications. He successfully led all of Ford’s agency relationships, CRM, web efforts, and multi-cultural efforts.

Outside the office, Rich lends his time and talents to the boards of The Off the Street Club, Carbon Media Group, and Hasbro. In 2013, he was honored as the American Advertising Federation Multicultural Career Achiever Award recipient.

Jon Wyville

Creative Advisor

Jon provides valuable guidance on creative decisions and opportunities at Buena, adding 30 years of creative advertising experience to Buena's leadership. He currently leads many advertising initiatives at Ogilvy Chicago as an Executive Creative Director.

Previously, Jon led advertising for Coca-Cola, McDonald’s, Brooks Running, Jim Beam, Fifth Third Bank, Sprite, Norton, Allstate, Miller High Life, Planters, Eggo, Tampax, Secret, and Buick.

Vince Geraghty

Production Advisor

As the former director of all production for about 300 offices globally in the Publicis Network, Vince advises Buena's production decisions and connections to best leverage Buena's good cause efforts with partners. He is currently the Executive Director of Integrated Productions at Ogilvy Chicago.

Vince is a 28 year veteran of the advertising industry. Starting his career as a creative, he focuses on crafting ideas to the highest level. As the Chief Production Officer at Publicis Communications North America he was responsible for the integrated production of the Publicis Communications creative agencies in North America.

While Executive Director of Production at Leo Burnett, he led one of the largest most award-winning production departments in the industry. His focus was on building a truly integrated production team. He connected motion, digital, retail and print producers into a single high functioning department. In 2013 he launched the GreenHouse content and digital studio to solve for clients agile digital/content production needs. The GreenHouse studio quickly grew and currently services brands across the Publicis Groupe portfolio.

He has received numerous awards for his work, including a 2003 Gold Clio for the Altoids integrated campaign “Altodia”, a 2005 Cannes Film Gold Lion for Altoids, and a 2013 Cannes Direct Gold Lion for the production of Coca Cola’s “Small World Machines”. His Leo Burnett production team has won many industry awards, including the 2015 AICP Next Best of Show for Allstate “Social Savy Burglar” and Several Cannes Gold Lions for the Always “Like a Girl” production. In 2016, he produced the "Air B&B / Vangogh's Bedroom" project that was awarded 7 Cannes Gold Lions. And in 2017 his Samsung production team produced the multi Cannes award-winning “Ostrich” film.

A longtime resident of Chicago, he lives with his wife and three kids in a far too old house on the city’s north side.

Amit Pradhan

Funding Advisor

Amit provides Buena valuable connections to the startup and investor community. He is a seasoned startup founder, investor, and speaker who spends his time creating, evangelizing and investing in the future of responsible AI and decentralization.

He has built Technology startups (with multi-million dollar revenue streams) that have built Product for, and worked with Fortune 500's like HP, JP Morgan, SUN Microsystems and with very early stage startups, some of whom have gone on to become huge successes.

At his startup Zero Labs, he and his team are building Zero AI - to power the 'AI of You' - a fully private AI that is able to listen, learn, reason, adapt and do tasks for its users without sending private data to the cloud.

At JetVentures, the startups he is investing in are succeeding with super smart founders.

As President of the Silicon Valley Blockchain Society, he is also bringing a thoughtful and responsible approach to the impact, value and culture in the Decentralized Ecosystem.

Our Awards


2017 #13 Independent Agency Globally

2019 Gold, Activation, Legal-Ade
2019 Silver, Activation, Legal-Ade
2019 Silver, Direct, Legal-Ade
2019 Bronze, Direct, Legal-Ade
2019 Bronze, PR, Legal-Ade
2019 Bronze, Social, Legal-Ade
2017 Silver, Promo, Your Name Saves
2017 Silver, Promo, Your Name Saves
2017 Silver, OOH, Your Name Saves (3)
2017 Bronze, Direct, Your Name Saves
2017 Bronze, Direct, Your Name Saves
2017 Shortlist, Digital Craft, Your Name Saves
2017 Shortlist, Media, Your Name Saves
2017 Shortlist, Cyber, Your Name Saves
2017 Shortlist, OOH, Your Name Saves (3)
2016 Shortlist, Health Craft, Your Name Saves (2)
2016 Shortlist, Health Print, Your Name Saves (2)
2016 Shortlist, Print, Your Name Saves (2)


2018 Silver, PR, Legal-Ade
2018 Silver, Social Media, Legal-Ade
2018 Bronze, Integrated, Legal-Ade
2017 Silver, Health Direct, Your Name Saves
2017 Silver, Health Mobile, Your Name Saves
2017 Silver, Health Social, Your Name Saves
2017 Bronze, Health Website, Your Name Saves
2017 Shortlist, Direct: Social, Your Name Saves
2017 Shortlist, Direct: Mobile, Your Name Saves
2016 Gold, Health Print, Your Name Saves (2)
2016 Silver, Print, Your Name Saves (2)
2016 Bronze, Outdoor, Your Name Saves (2)
2016 Shortlist, Print Craft, Your Name Saves (2)

One Show

2019 Best PR Idea, Legal-Ade

2018 #15 PR Agency Globally

2019 Gold, PR, Legal-Adde
2019 Silver, PR, Legal-Ade
2019 Bronze, Social, Legal-Ade
2018 Silver, PR, Flash Drives for Freedom
2017 Top 25 Art Director Worldwide
2017 Silver, Print, Your Name Saves (2)
2017 Bronze, OOH, Your Name Saves (2)
2017 Shortlist, Interactive, Your Name Saves
2017 Shortlist, Direct Website, Your Name Saves
2017 Shortlist, Direct Social, Your Name Saves
2017 Shortlist, Mobile, Your Name Saves
2017 Shortlist, Art Direction, Your Name Saves
2017 Shortlist, Typography, Your Name Saves (2)
2012 Gold, Entertainment, Snowball Effect


2018 Silver, Innovation, Legal-Ade
2018 Bronze, Integration, Legal-Ade
2018 Bronze, Digital, Legal-Ade
2017 Gold, Health, Your Name Saves
2017 Bronze, Non Traditional, Your Name Saves
2017 Bronze, Art Direction, Your Name Saves
2017 Bronze, Social Good, Your Name Saves
2017 Bronze, Typography, Your Name Saves
2016 Silver, Print, Your Name Saves (2)
2016 Bronze, Art Direction, Your Name Saves (2)


2019 Andy’s, Gold, Idea, Legal-Ade (2)
2019 D&AD, Silver, Legal-Ade (2)
2019 D&AD, Bronze, Legal-Ade
2019 ADC, Gold, Legal-Ade
2017 D&AD Impact, Bronze, Flash Drives
2017 Andy’s, Bronze, Print, Your Name Saves
2017 Andy’s, Bronze, Print, Your Name Saves
2017 ADC Shortlist, Digital, Your Name Saves (2)
2017 Facebook Award Winner, Your Name Saves
2017 CommArts Winner, Your Name Saves
2017 ADDY Grand Prix, Print, Your Name Saves (2)
2017 ADDY Gold, Print, Your Name Saves (2)
2016 Gunn Report 2nd Most Awarded Print in USA
2013 FWA, Snowball Effect
2012 NYF Silver, Integrated, Arctic Home
2012 ADDY Gold, Snowball Effect
2012 How Design Interactive, Snowball Effect


2013 Gold, Causes-based Campaign, Arctic Home
2013 Shortlist, Mobile App, Snowball Effect


2016 Gold, Health, Your Name Saves (2)
2016 Bronze, Print Craft, Your Name Saves (2)
2012 Bronze, Integrated, Arctic Home

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