BBDO’s altruism imperative

Geoffrey Precourt

This event report outlines the main benefits of altruistic marketing strategies, based on the 77 experiences of BBDO New York.

BBDO's altruism imperative

Geoffrey PrecourtWarc

"I feel really uncomfortable just talking about altruism," John Osborn, President/CEO of BBDO New York, told an audience at the Advertising Research Foundation's (ARF) 2016 Re:Think conference in New York, "because I firmly believe it's something you either do or not. It's a conscious, intentional choice that you make."

And, he added, the choice for an agency to engage in altruistic programs involves more than a wink or a nod, even though casual compliance is often the response of those who could do more.

"In my travels sometimes," Osborn related, "I talk to people...

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