UK-based non-profit Purpose Disruptors, founded by advertising industry insiders to redirect the industry toward sustainability, has opened in Australia.
Media agency leader James Greet, who turned OMD into Agency of the Decade and Mindshare ANZ into its global office of the year, is the regional lead for Australia and New Zealand.
Purpose Disruptors was founded six years ago with a community of more than 10,000 marketing, media and advertising professionals.
Its program Culture with Agency for Nature invites the industry to reframe what a good life means.
Policy with Advertised Emissions is a research framework measuring the carbon footprint driven by advertising-induced consumption.
And the organisation also does capacity building through its ChangeTheBrief sustainability learning program, which has been adopted by the major holding companies and trialled in Australia by DDB Sydney.
Greet said Australia should embrace its position as home to the world's oldest continuous living civilisation and strive to lead on sustainable living.
"Marketing and advertising can accelerate that change and we at Purpose Disruptors can be that catalyst,” he said.
“Investor pressure, rising cost of basics such as food, energy and insurance, recently introduced government regulation, workforce pressure, increasing litigation — all are contributing to the growing surround sound of pressure forcing companies to react quickly to the risk and opportunity created by a warming planet.”
Rob McFaul, co-founder of Purpose Disruptors, said Australia had a deep talent pool and a passionate community.
"ChangeTheBrief exists to help people in our industry use that tool deliberately. Australia has exactly the right person to build something meaningful," he said.
Leif Stromnes, former group strategy MD at DDB Australia and current chief strategy officer at Saatchi & Saatchi ANZ, said he would encourage others in the industry to get on board following the DDB Sydney pilot.
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