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Robin Koval

CEO and President

Director Ex Officio Truth Initiative

Washington D.C.


Robin Koval is CEO and President of Truth Initiative®, the national public health organization dedicated to achieving a culture where all young people reject smoking, vaping and nicotine.

An acclaimed leader in the advertising and marketing world, and New York Times best-selling author, Koval joined Truth Initiative in 2013. She’s led the successful re-launch of the award-winning and lifesaving truth® youth tobacco prevention campaign and expanded the organization’s world-class research, public education, youth activism and digital cessation programs to also combat the youth e-cigarette epidemic. The truth campaign has been voted one of the most influential campaigns of the 21st century and named the most effective brand of the year by the American Marketing Association. Under Koval’s leadership, truth has prevented millions of young people from becoming smokers, including over 2.5 million between 2015 and 2018 alone. In 2020, Fast Company named Truth Initiative one of the World’s Most Innovative Companies for driving down youth smoking to historic lows and helping over 280,000+ young people on their journey to quit vaping e-cigarettes through its digital program, This is Quitting. In 2018, Koval led Truth Initiative’s efforts to provide its expertise to help combat the opioid crisis and launched the Emmy Award-winning The Truth About Opioids youth prevention and public education campaign.

Prior to joining Truth Initiative, Koval was co-founder and CEO of the Kaplan Thaler Group, and grew the company from a fledgling start-up in 1997 to a billion-dollar agency working with leading brands such as Procter & Gamble, Pfizer, Wendy’s and Aflac. She was named CEO when her agency merged with Publicis to become Publicis Kaplan Thaler and led the 700-person agency to become the fifth largest in New York City. In addition, Koval and co-author Linda Kaplan Thaler have written several best-selling books, including Grit to Great: How Perseverance, Passion and Pluck Take You from Ordinary to Extraordinary, The Power of Nice and The Power of Small.

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