A longitudinal study of pro bono activities reported by WPP group
- Publication Type:
- Journal Article
- Social Marketing Quarterly, 2012, 18 (3), pp. 234 - 246
- Issue Date:
As organizations formalize their corporate social responsibility (CSR) activities, many firms are voluntarily disclosing these activities in their annual report. Some advertising agencies, for example, are discovering the benefits of undertaking pro bono work and reporting them in their annual reports. This article uses a longitudinal approach to observe the pro bono activities presented in the annual reports of the largest advertising agency holding company in the world, WPP Group. The amount of "social investment" has been disclosed in the annual reports including details of the financial cost of pro bono activities and the types of organizations that are the recipients. This study provides an insight into the disclosed pro bono activities of a major organization across a 10-year period (2000-2009). © The Author(s) 2012.
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