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by
Len Brown
 It’s
easy. Take on a pro-bono account and do a job that you
can show off at new business presentations.
Just imagine what your creative staff can do for an
account that listens to everything you say, never edits
or changes your creative work and is completely grateful.
That account will turn out the best creative product
imaginable and your agency will have perfect ammunition
to show those tough prospects.
All you have to do
is find the right account, then grasp the opportunity
quickly and wholeheartedly.
That’s what the AdClub offered its members last
July.
One agency that accepted the challenge was The Marra
Group of Pluckemin, N.J., who we hooked up
with the Stamp-Out-Hate Coalition, a N.J. non-profit
organization desperately needing professional help.
With an aim of eradicating prejudice and
bias incidents through education and public awareness
programming, the coalition encompasses 23 different
ethnic, religious and racial groups.
The Marra Group interviewed executives and board members
to discover what was needed, then in a relatively short
time created three major campaigns rendered for print
but readily adaptable to broadcast and outdoor. The
Coalition is now discussing funding for one of the campaigns
with a variety of corporations and foundations.
Another agency offering help is John
Howlett & Company, which is currently working on
a logo and branding ideas for The Jersey Animal Coalition
as it builds a major “no kill” animal shelter
in South Orange.
In both these cases, we matched accounts that recognized
the need an agency can fill with agencies that realized
that an investment of time and energy could ultimately
work well financially even as it made the world a better
place.
Agencies interested in this kind of pro-bono success
should contact Len Brown at Regent Communications, P.O.
Box 302, Florham Park, NJ 07932.
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