Goodsters Help Brands Do Well

Good/Corps is the marketing services arm of, the Los Angeles-based Web site and magazine for an audience it describes as “people who want to live well and do good.”

According to The New York Times, Good/Corps is simply the new moniker for the agency arm for the media company, which has been developing cause-related marketing programs for Pepsi, Toyota, Starbucks and IBM over the past few years.

“Over the last three or four years people have been looking at brands and asking, ‘Is this brand part of the solution or is this brand part of the problem?’ ” said Kirk Souder, executive creative director of Good/Corps. “More brands are coming out wanting to create a new North Star for themselves, and we help them align their business strategy with social impact.”

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.