DDB announces partnership with the #ChangeTheBrief Alliance, facilitated by The Payback Project
DDB Group Sydney has announced a new sustainability initiative in partnership with the #ChangeTheBrief Alliance – the first partnership of its kind for an agency in the Southern Hemisphere.
As a flagship sustainability learning programme for the advertising industry, the #ChangeTheBrief Alliance was created by Purpose Disruptors to give advertisers the vital skills to promote sustainable lifestyle behaviours. It features a faculty of experts across food, fashion, energy, and greenwashing.
More than 20 employees across DDB Sydney, the newly-minted ‘Green Champions’ have committed to making a change. They will spearhead a six-week information program, which they can then share with clients.
As part of the partnership, the agency will embed sustainability thinking and practices throughout its processes. It will make changes to its operations, production, media choices, and events, including running Green Week initiatives, installing a native beehive on the roof of its office, and ensuring every department is making more sustainable choices.
“Our ambition is to review every stage of the creative process, from client briefing to delivery and measurement, to find areas for sustainability to be implemented. This is more than just a behaviour change; it is a key strategic initiative that will run through the DNA of the agency,” said Sheryl Marjoram, DDB Group Sydney CEO.
In launching the initiative, DDB Group Sydney will also work closely with The Payback Project, which helps the media and marketing industry deliver sustainable and responsible media.
The Payback Project has partnered with the Purpose Disruptors to help the #ChangeTheBrief Alliance grow in Australia.
“As the architects of demand, the marketing and advertising industry can play a decisive role in helping society shift away from our current high-carbon lifestyles, towards low-carbon alternatives,” said James Greet, founder of The Payback Project Australia.
“Every campaign is an opportunity to normalise the behaviours, the products, the services and the attitudes we all know we will need to adopt to achieve sustainable living. Creativity can be a catalyst for the climate action our world needs. I’m so inspired by DDB’s hunger to grasp this and be the first to bring this to life through #CTB here in Australia.”
DDB Sydney’s strategy and innovation managing director, Leif Stromnes, added: “DDB Sydney has always believed that creativity is the most powerful force in business, and we are thrilled to partner with #ChangeTheBrief Alliance to use our power to promote more sustainable consumer choices and behaviours.”
He said the climate crisis is everyone’s responsibility, and if we want to have any hope of transitioning to a zero-carbon world, we all need to learn and act together.
“We are proud to be the first agency in Australia to sign up to this initiative, and we encourage others in the industry to get on board too,” he said.
Marjoram concluded: “The marketing and advertising industry can play an active and decisive role in helping society shift away from our current high-carbon lifestyles towards low-carbon alternatives.
“This has the possibility to harness the collective power of the entire Australian advertising and media industry working together.”
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
#ChangeTheBrief
#ChangeTheBrief Alliance
DDB
DDB Group
DDB Group Sydney
James Greet
Leif Stromnes
Sheryl Marjoram
sustainability
The Payback Project
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