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Creative Advertising that Cares

Thomas Kolster


The must-have book for all advertising and branding professionals tasked with communicating the ‘power of good’ for their clients

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Can advertising be a force for good? Can it bring about positive social or environmental change? Should it tell the truth about a brand? With today’s consumers being more informed, empowered and ethically minded than ever, advertising needs to do all those things and more. No longer can an agency simply state that their client’s brand or product is good: the advertising has to communicate that the client is actively being and doing good.

Goodvertising showcases outstanding creative work from over 120 campaigns from around the world, organized into ten commitment chapters. Each campaign is from a leading agency working in the full spectrum of media channels for an international array of clients, be they corporations or charities.

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Product Information

Book Details

Format: PLC (no jacket)

Size: 28.0 x 24.0 cm

Extent: 256 pp

Publication date: 17 September 2012

ISBN: 9780500516263

Contents List

Introduction; 1. Transparency; 2. Connection; 3. Simplicity; 4. Collaboration; 5. Compassion; 6. Creativity; 7. Contagiousness; 8. Generosity; 9. Insight; 10. Positivity; Conclusion: Commitment; Calendar for Good, Labels for Good, Awards for Good; Guides for Good; Further Reading; Picture Credits; List of Campaigns.

About the Author

Thomas Kolster is a Danish media and advertising strategist and founder of the creative agency Inkognito.