Alex Wadelton and Jonny Clow launch not-for-profit creative agency

Paige Murphy
By Paige Murphy | 23 July 2021
Alex Wadelton and Jonny Clow.

Melbourne-based admen Alex Wadelton and Jonny Clow have founded a not-for-profit creative agency, Silver Lining, with the philosophy: Don’t just make ads, make a difference.

The duo plan to create social impact, with 100% of profits re-directed into charity and social good.

Wadelton will take on the role of creative director and Clow as managing director.

They aim to make that difference by delivering ideas that work across advertising, PR, broadcast, digital, direct marketing, radio, and more for charities, not-for-profits, and big business committed to actioning their corporate social responsibility plans.

"We all have a responsibility to do the very best we can for our fellow humans, our environment, and our planet," Wadelton says.

"And Jonny and I are so excited, and invested, in helping out all those people, causes, and movements who add, rather than subtract, from the world.”

Clow: “We’ve been having some amazing conversations with clients, who are all aligned in the belief that what we are offering can deliver truly powerful social impact. Added to that, I’m ecstatic to be running my own agency again and couldn’t think of a better partner to do it with than Alex.”

Both have over twenty years experience, with Wadelton well known for his social activism through the Future Landfill project which tackled supermarkets short-term plastic promotions, his involvement in the statue honouring Indigenous footballer Nicky Winmar’s iconic stance against racism, as well as raising hundreds of thousands of dollars through a range of charity campaigns in his spare time.

He is also the is the co-author of The Right-brain Workout with Russel Howcroft and has previously worked at agencies including McCann, GPY&R and DDB.

Clow has worked with some of the biggest brands in the world, in varying roles in the UK, USA and now Australia.

He founded BD Network in Melbourne in 2010, which went on to become Australia’s Best Emerging Agency and was named Australia's Most Awarded Small Agency.

Clow has been a key part of numerous award-winning campaigns at Cannes, Effies, Asia Spikes and New York Festivals from his time in Australia at BD Network, Edge, Y&R and VERSA.

Silver Lining launches with foundation clients Mental Health First Aid and Happy Fish Project, with some exciting new partners and projects to be announced in coming weeks.

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