From the editor: Doing good is good business

In his editorial, Colin Grimshaw introduces the June 2013 edition of Admap magazine which asks if brands can be a force for social good while, at the same time, maximising profits.

From the editor: Doing good is good business

Colin GrimshawWarc

According to a survey of European marketing students released this week, 86% say they want to work for agencies that are as much about the creation of social good as about creating profit for brands.

It would be easy to write this statistic down to the innocence of youth -the young who have yet to go out and earn a living in the grubby world of business can afford to hold lofty principles of altruism. Yet, the essays submitted for this year's Admap Prize – many of them authored...

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