DDB Sydney Leadership team L-R Rupert Price, Sheryl Marjoram, Matt Chandler
DDB Group Sydney has partnered with the international #ChangeTheBrief Alliance to launch a sustainability initiative.
The Change The Brief Alliance (#CTB) is a flagship sustainability learning program for the advertising industry, created by Purpose Disruptors. It features a faculty of experts across food, fashion, energy and greenwashing, and gives advertisers the vital skills to promote the sustainable lifestyles and behaviours we need to supercharge in society.
As part of the partnership, DDB Group Sydney is embedding sustainability thinking and practices throughout the agency, adapting its work to be in line with a thriving, sustainable world.
The latest science shows we are on the brink of breaching seven of nine planetary boundaries humanity must respect to keep the planet habitable and that an ‘all in effort’ is required to combat the climate crisis.
DDB Group Sydney has recruited more than 20 'Green Champions' from across the group who will spearhead a six-week information program, arming them with key insights to share with clients.
Following an extensive audit of DDB’s emissions in Australia and New Zealand, the agency has made tangible changes to start reducing its carbon footprint. This program is a continuation of DDB’s commitment.
DDB Group Sydney CEO Sheryl Marjoram said their 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," she said.
As part of the initiative, DDB Group Sydney will also make changes to its operations, production, media choices, and events, introducing several new eco-friendly practices across the business including the installation of a native beehive on the roof of its Sydney office, running Green Week initiatives and embedding sustainability into every department.
In launching the initiative, DDB Group Sydney will work closely with The Payback Project, which has partnered with the Purpose Disruptors to bring #CTB to Australia.
The Payback Project founder in Australia James Greet said 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.
"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," he said.
"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 Group Sydney strategy and innovation managing director Leif Stromnes said the agency has always believed that creativity is the most powerful force in business.
"We are thrilled to partner with #changethebrief alliance to use our power to promote more sustainable consumer choices and behaviours," she said.
"The climate crisis is everyone’s responsibility, and we all need to learn and act together if we are to have any hope of transitioning to a zero-carbon world.
"According to the United Nations Emissions Gap Report, meeting global climate goals now requires the rapid transformation of societies. Incremental change is no longer an option - wide-ranging, large-scale and systemic transformation is essential.”
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