The company certainly ruined a lot of holiday seasons for incumbent and hopeful agencies alike. But what is the move actually meant to accomplish? TrinityP3's founder and CEO considers the possibilities, and the risks.
Even as procurement teams are emphasising sustainability and philanthropy, marketers appear uninterested—or in some cases hostile toward—pro bono work their agencies may be doing for charities. That's a mistake, according to the founder and CEO of TrinityP3.