The case for pro bono: it’s not just about marketing

Pro bono work is a staple of many marketing and advertising agency portfolios. In fact, the value of pro bono hours per year usually outstrips the dollar figure of agency donations. Despite pro bono practice being common, however, it is not well understood outside of a corporate social responsibility context. Pro bono work is an essential component for an agency’s survival, furnishing it with the opportunity to retain and engage talent and advance creative development, in addition to the primary reason of fulfilling civic responsibility.