C&F Sustainable Communication

About C&F

Two communication advisers, one joint practice.

C&F Sustainable Communication is led by Asaf Covo and David Baldwin Friedman. We help you create communication that is distinctive, relevant and trusted, with a system built on our principles and senior help where it counts.

How C&F began

Our collaboration began with a co-written article on making communication more sustainable in the AI age. It developed as we applied the article’s principles in our work, and grew into a joint practice and the C&F system.

Sustainable communication, as we describe it, builds trust, influence and impact that endure. It starts with a clear purpose and a perspective worth sharing, connects with the people it is meant for, and is judged by what it helps change over time.

Read the article that started it, on Strategic

The founders

Portrait of Asaf Covo

Co-founder

Asaf Covo

Strategic and creative communication, brand and narrative.

Asaf Covo is an award-winning creative and strategic communication leader, recognized from Cannes Lions to the European Commission. With more than two decades of experience across EU institutions, NGOs and global firms, he brings a cross-disciplinary perspective to complex communication challenges across media, brand and public affairs.

He recently led the Impact Communication consortia for ESA Global Development Assistance (Sustainable Initiatives Office), orchestrating communication experiences designed to inform decision-makers, attract broad media attention and engage diverse audiences.

  • Brand and communication strategy
  • Narrative and creative direction
  • EU affairs and public policy
  • Leadership communication
Connect with Asaf on LinkedIn
Portrait of David Baldwin Friedman

Co-founder

David Baldwin Friedman

Communication and AI strategy, and the workflows that carry it into everyday work.

David Baldwin Friedman is a communication and AI strategist who helps organizations align humans and AI around shared principles, positioning and perspective, so these can be understood and applied consistently across teams and systems. He has more than sixteen years of independent communication experience across technical and regulated industries, and serves as IABC Nordics Community Lead.

His work combines advising on brand and communication strategy as it translates into AI with building the apps and workflows that carry it into practice.

  • Technical and regulated industries
  • Positioning and perspective
  • Communication and AI strategy
  • AI workflows and tools
Connect with David on LinkedIn

Working together

How an engagement works

You work with both of us, with one of us leading.

  1. One lead, chosen for the need

    We agree at the start which of us leads, based on what the work needs most. Asaf usually leads where the main question is positioning, narrative, creative direction or leadership communication. David usually leads where the main question is how an agreed direction is applied across teams, workflows and AI tools. Where the work needs both equally, we share it.

  2. A second perspective throughout

    The other founder reviews direction and drafts, contributes at agreed points and helps keep strategy and practice connected.

  3. Alongside your team and partners

    We work with your communication team, and alongside any agencies or specialist advisers you already use. They keep their role and expertise. Decisions about your communication stay with you.

  4. Clear roles from the start

    We agree with you what your team contributes, who your main contact is and how we check in along the way.

Our approach

Three pairs of principles behind our work

They shape how we develop strategy, create communication and evaluate what it achieves. Each pair needs both halves: purpose without longevity loses continuity; perspective without connection loses relevance; measurement without alignment risks tracking the wrong things.

  1. Anchor in purpose, build for longevity

    Purpose gives every message its necessity and links it to the organization’s deeper reason for being. Longevity carries that purpose forward, so others can inherit, reuse and evolve the message without losing its essence.

    Ask Is this message, and every part of it, necessary?

  2. Bring distinct perspective, build shared connection

    A distinct perspective takes creativity and original insight: adding something to the conversation rather than echoing it. Shared connection takes empathy and participation: seeing through other people’s eyes and building common understanding.

    Ask Could anyone have written this?

  3. Align on what matters, measure what endures

    Agree which shifts in understanding or behaviour matter to the organization and its stakeholders. Then look at how communication contributes to influence, trust and change over time.

    Ask Are we measuring outcomes that matter to stakeholders, not just to ourselves?

See how the principles work in the C&F system

Contact

Talk to either of us.

Contact whichever of us you know, or message the company page. We will agree between us who is best placed to lead the conversation.

Discuss a project Invite us to speak or write

Or contact Asaf Covo or David Baldwin Friedman directly.