Letter from America

Howard Davies

Over the past decade, corporate philanthropy has increased in America. Examples include Cisco Systems networking services, Darden Restaurants, Diageo, the retailer Dayton -Hudson, the telephone company Working Assets, and others.

Doing Well by Doing Good

Alex Biel

In the last decade, corporate philanthropy has been on the upswing in America. Examples abound: Cisco Systems, the networking firm, teamed up with the United Nations to create NetAid, a web-based initiative to reduce severe poverty around the world. Darden Restaurants, parent of Red Lobster dinner houses, funds the Darden Environmental Trust.

While it is tempting to conclude that this corporate giving is driven by altruism, it would not be completely accurate. One reason for this beneficence is that US tax rules specifically encourage generosity. However, business giving is not limited to pecuniary...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands