Advertising agencies see the pros of pro-bono

Publisher:
Victoria University and Swinburne University of Technology
Publication Type:
Conference Proceeding
Citation:
Proceedings of International Nonprofit and Social Marketing Conference (INSM), 2009, pp. 1 - 7
Issue Date:
2009-01
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While most people would associate pro bono work with the legal industry, a number of advertising agencies are discovering the benefits in taking on a pro bono client. Although this is not a new activity by agencies, some articles in the industry literature are suggesting that this is an area of growing interest. This paper will discuss the various types of pro bono work offered by advertising agencies and the advantages and disadvantages by observing discussion in the industry literature. From the literature it appears that even though an agency may want to be seen as a good citizen by helping charities and community groups, there are also definite business reasons for doing this work, such as motivating and refreshing staff, increasing agency profile and prestige, providing a creative opportunity, as well as attracting paying clients. Therefore, the reasons for doing pro bono work may not be as altruistic as in other industries.
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