Does Doing Good Do Good? How Pro Bono Work May Benefit Advertising Agencies

David S. Waller

“Pro bono” programs, long associated with the legal industry, have become formal service offerings of a number of advertising agencies.

Does Doing Good Do Good? How Pro Bono Work May Benefit Advertising Agencies

David S. Waller

University of Technology, Sydney

INTRODUCTION

The volume of industry articles in trade publications and the number of prizes awarded for such work strongly suggests that more advertising agencies have become interested in pro bono assignments (Lister, 2008; Rappaport, 2008; Motloung, 2009). Further, a number of advertising agency organizations have reported their pro bono activities in their annual reports, listing the nonprofit organizations they have done work for and identifying the cost of such work (Waller and Lanis, 2009). These organizations have placed a significant...

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