When WPP Group’s JWT opened an offshoot agency called Ethos JWT four years ago, it mainly picked up ad assignments from nonprofit groups. Ethos quickly found, though, that there was a much richer market helping companies develop social-responsibility campaigns.

And so begins an interesting piece from the Wall Street Journal on social-responsibility-aware marketing, as created by JWT Ethos for companies like Coca Cola, General Electric, Tim Hortio’s and others. It’s a good read (subscription required).