"After 13 years working on major accounts like Nike and Corona at one of the world's most influential creative agencies, Purdy did something unusual: he wrote his own job description and asked to become the agency's first sustainability director. Wieden+Kennedy gave him the job, and in 2023, the agency became the first global advertising network to achieve B Corp certification across all nine offices in seven countries."
"Luke discusses how he sold sustainability as a business value proposition rather than a compliance issue, why he reports to the CFO instead of the CMO, and how Wieden+Kennedy's carbon removal program for video productions is changing industry standards. He also tackles thorny questions about greenwashing that can guide which clients agencies should work with, arguing that guiding any company toward sustainability is better than refusing to engage."
Luke Purdy became Wieden+Kennedy's first sustainability director after writing his own job description following 13 years on major accounts like Nike and Corona. Wieden+Kennedy achieved B Corp certification across nine offices in seven countries in 2023. The agency reframes sustainability as a business value proposition, reports sustainability into the CFO, and deploys a carbon removal program for video productions to shift industry standards. The agency advocates engaging with clients to guide them toward sustainability rather than refusing problematic business, draws lessons from transforming Danish Oil and Natural Gas into Ørsted, and prioritizes authentic storytelling over clichéd green imagery.
Read at Earth911
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