Depending on how you read economic data, we are either knee-deep in a recession or rapidly heading toward one. Agencies are among the first to feel the effects. Clients are becoming risk averse, brands are cutting budgets and expenditures are being scrutinized. This could seem to be the worst time to launch a pro bono project, given how expensive and distracting it could be. In fact, it’s the perfect time.
Every agency should collectively wake up in the morning wanting to be the best in the industry. It's impossible to accomplish that goal without trying to make the world a better place. Great leaders know that the key to building the best possible agency comes down to winning the war for talent.
The best talent in the world doesn't want to work for a company without a bigger purpose than profits, that doesn't stretch its creative thinking and doesn’t have an inspiring vision for the future. Beyond the obvious benefit of using our skills to make the world a better place, pro bono work helps agencies by addressing critical business factors impacted during challenging economic times—culture, expertise and vision.
Helps build culture
Great agencies are built via great culture, which comes down to acquiring talent and facilitating collaboration. Despite the exponential growth of technology, data and artificial intelligence, great agencies are still a collection of talented human beings striving to do their best work together.