We’re building an ethical agency alliance

What is the alliance?

The ethical agency alliance is made up of industry frontrunners walking the talk on climate action, with the goal to raise the bar and drive industry change!

Joining the alliance means joining a network to share knowledge, tackle collective problems, and continue to work to raise the bar. 

As a network, we aim to co-create opportunities for impact, amplify solutions and radically collaborate to use creativity as a force for good. 

How to join?

To join, we are calling on agencies to commit three out of 10 employees to our pathway for change to become recognised members.

The pathway calls for walking the talk on collaboration, empowering staff to upskill, and pledging to divest from representing fossil fuel clients.

To join, we simply call on agencies to walk the talk on climate action!

The action plan pathway

1. Collaborate

Join the Hub to connect with a global network of allies; share knowledge, ask questions and collaborate.

2. Skill Up

Take the Greenwash Watch Course to identify and pushback on greenwashing.

3. Take action

Take the Creatives for Climate Commitment, including a pledge to stop working with fossil fuel clients.

Who’s in the alliance so far….

We host summits to drive industry action

Agencies, brands, and activist groups come together at our sold-out events to discuss the best ways to channel creativity into climate action.

What agency leaders are saying

  • Joss Ford, enviral

    "We are committed to using our services to drive the social and environmental movement forward, and joining the alliance is a great opportunity to work with others on this collective mission, bigger than any single one of us can tackle alone. From an industry perspective, the notion of "creativity for good" is under threat if we don't distinguish between agencies walking the walk on climate action and transformation and those just putting occasional climate-related projects on their website. We want to show what a real commitment to take action looks like.”

  • Sam narr, kibbo kift agency

    “From awards shows to lacklustre accreditation to greenwashing, hypocrisy in the industry is rife. It's often infuriating and lonely as a small agency to be self-governed by your own ethics and morals in a sector that's so influential yet lags so considerably on progress for climate and social justice. I'm incredibly grateful to be part of a like-minded network of agencies guided by a fully transparent framework to achieve action and create change.”

  • Adrian ma, fanclub pr

    “The world’s leading climate scientists at the IPCC have named PR and advertisers as standing in the way of solutions to climate change. If our industries continue to do so, we’re staring down the barrel of planetary catastrophe. This alliance unites agencies that are pioneering a more responsible use of their powers to influence, experiment, collaborate, and combine our talents to save the planet we call home.”

  • gus murray, revolt

    "At REVOLT, we believe the time is now to embody 'Max Good.' This alliance isn't just about alignment; it's a call to action. We urge every agency, every creative, to stand up, to pivot, and to harness the power of 'Max Good.' Together, we can and will redefine the industry's trajectory.”

  • Nathan Lance, leap

    "They say if you want to go fast, go alone, if you want to go far, go together. And right now, we need to go as far as possible to ignite the creative change our planet needs. Climate action can’t be a niche, and Leap is incredibly excited to join the alliance. Creatives have always been ahead of the game, and now it’s time to bring people with us. Enough talk, enough buzzwords, enough empty policy and greenwashing. Let’s change the industry, empower positive change in our clients, and work together to redefine what ‘creative agency’ means.”

  • Polly roberts, media bounty

    “We’re delighted to partner with Creatives For Climate on this vital initiative. At Media Bounty, we fundamentally believe that the advertising industry has the power to make transformational change when it comes to tackling the climate emergency. Our work backs this up, and we are excited to share our extensive research and climate comms expertise with the Creative For Climate network to enable the rest of the industry to join us in our commitment to leading the way in ethical advertising.”

Lucy von Sturmer, Creatives for Climate Chairwoman, on why we’re building this alliance:

“It’s no secret that running an agency is hard work, and running an ethical agency is even harder. Saying no to promoting harmful clients comes with a cost, and we want to support the agencies raising the bar so that we can inspire and provoke the whole industry to do the same.”

Keen to join? Get in touch!

Alliance FAQ

  • Based on science which confirms only a small percentage of citizens are needed to create change, here’s the plan:

    Commit three out of 10 employees to our three-step pathway.

    Step 1: COLLABORATE

    Commit three out of every 10 employees to become recognised members on the Hub. This membership & course fee directly supports our mission to divest, and empowers your employees to upskill with our full course. Fill out the form below and we will onboard you!

    Step 2: UPSKILL

    Employees who are members are to complete the Full Greenwash Watch Course at your own pace or join a live cohort.

    Step 3: TAKE ACTION

    Support the Creatives for Climate Community Commitment, which includes a pledge to divest from fossil fuel clients.

    After taking these steps, agencies unlock a badge of membership, and receive our support! The membership fee covers full access to the hub and the full Greenwash Watch course, and we offer extra support to see ethical agencies thrive!

  • Along with access to the hub and training on climate communications which is part of the pathway needed to be completed to gain access, Creatives for Climate provides agencies with:

    • Visibility in an of agency founder in an interview (20,000 across channels)

    • Agency feature agency in our public database to recommend to NGOs, climate organisations and other solution holders

  • Beginning in Europe, the Ethical Agency Alliance will soon launch across Asia-Pacific. By launching in The Global North and then the South, the alliance aims to facilitate knowledge across diverse regions through its global collaboration Hub.

  • Joining the alliance means joining a network to share knowledge, tackle collective problems, and continue to work to raise the bar.

    The long-term objectives of the group are to co-create opportunities for impact, amplify solutions and radically collaborate to use creativity as a force for good.

    As a collective, we plan to work together to share knowledge, tackle collective problems, and explore our collective potential to raise the bar.

  • THE COLLABORATION HUB CONNECTS YOU TO A GLOBAL NETWORK

    No one brand, organization, or government can solve the climate emergency. Collaboration is needed more than ever before.

    THE GREENWASH WATCH UPSKILLS YOUR TEAM

    The communications industry needs to radically skill-up to become a real force for good. The European Commission found 53.3% of environmental claims were vague, misleading or unfounded (European Commission 2022).

    The pathway responds to research that found 40% of marketers report they lack relevant sustainability marketing qualifications, despite 76% of them having been involved in sustainability projects over the past five years.

    FOSSIL FUEL DIVESTMENT IS KEY FOR A LIVEABLE FUTURE

    Any meaningful stand on sustainability must be backed by a commitment to divest from representing fossil fuel clients. Approximately 90% of global carbon pollution comes from fossil fuels. In order to comply with the Paris Climate Agreement, carbon pollution needs to decline 50% by 2030.