On The Pro Bono Beat

When the New York City Police Department decided to launch a recruitment drive meant to bring more city residents on to the force–just weeks after the fatal shooting of an unarmed West African immigrant in the Bronx–the pundits were skeptical of officials’ motives.
Nonetheless, when the NYPD began talking to shops about a $10-15 million ad assignment for the effort, agencies as diverse as J. Walter Thompson, Foote,
Cone & Belding and Spike/DDB jumped at the chance–despite a three-week turnaround.
Around the same time, Arnell Group Brand Consulting offered to work for free. The city accepted the offer and New York-based Arnell hit the ground running. The first ads are expected in a few weeks, in time for the city to start taking applications for its next police exam, in September.
Undeterred by the recent wave of police criticism, Arnell, a police booster, said, “This is my city and it’s a fantastic opportunity to help.” His past efforts for a police-sponsored scout program also influenced the choice. His price also was a “very large contributing factor,” a police representative said.
–Andrew McMains