Why Brands Are Tapping DoSomething's In-House Agency
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After marketers began noticing that DoSomething.org had a knack for connecting with young people, the organization created an in-house agency in the hopes of sharing its talents with them and making some extra cash. Nearly two years in, the resulting small shop is growing and attracting clients across a broad spectrum of industries aimed at millennials.
Called TMI, the agency has drawn on the legacy and lessons of its nonprofit parent to help clients like the AARP Foundation reach young people, as well as clients like the Foot Locker Foundation that are already immersed in youth culture.
“There were a lot of companies in the marketplace asking about our special sauce,” said Aria Finger, president of TMI and chief operating officer at DoSomething. “We saw this huge opportunity to do more good, help companies reach and activate millennials and provide an earned-revenue strategy for DoSomething.
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