Contrary to popular belief, the Government and not-for-profit sectors aren't necessarily short of a bob. The Central Office of Information (COI) – the Government's marketing and communications arm – is now famously the UK’s second biggest spender across all media, behind only Proctor & Gamble. And online, its ad spend jumped 60 per cent to £35.4m in the last year alone.

But across the industry, only a few agencies have emerged with strong enough propositions to own this sector. And even in these uncertain times, are reaping the rewards.

But like any industry, the government and charity sectors are increasingly looking for a fresh perspective on their on-going challenges. Looking outside their usual network of agencies and partners for innovative solutions, unbridled by what the sector knows ... or thinks they know. To seek new ways.

Interestingly, it’s the commercially-minded agencies they looking to for commercially-led case studies and approaches they can then tailor to their business. This, in turn, opens up opportunities for agencies with far less experience in the not-for-profit sector to compete with more established players and approach it with the confidence they need to win the job.

Every agency should be working for the not-for-profit sector in some way. I consider it as much an obligation to the greater good, as it is a good decision for business. Only by providing the best skills and thinking of our industry, can we hope to make a valuable contribution to our society and planet.