Manifest calls for creative industries to cut ties with fossil fuels after gaining B-Corp accredidation

International brand communications group, Manifest is ‘calling time’ on creative agencies profiting from fossil fuels and other ‘ethically compromised’ industries as it unveils its freshly minted B-Corp status and a ‘planetary dividend’ for brands seeking to switch from agencies with compromising client rosters.

“There are still over 230 major agencies working with fossil fuel clients,” says Manifest founder and Group CEO, Alex Myers. “That’s an industry legacy nobody should be proud of. And to be honest, it’s a bit embarrassing nobody talks about it more.”

“Brands are often unknowingly bedfellows with some of the world’s biggest polluters through their agencies’ client rosters,” continues Myers. “But programmes like B-Corp provide an infrastructure for brands to be confident in the ethical and environmental practices of their creative partners. That’s why it’s not just a significant programme for Manifest, but for the industry as a whole.”

Manifest scored 97.4 in the B-Corp assessment process, 17.4 points above qualification and one of the highest scoring agency networks. The process analyses not only the agency’s governance structure, environmental impact and behaviours as an employer, but also the nature of the work it produces, and who it produces it for.

As an added incentive for brands to check their agencies’ ethical background and client roster, Manifest is offering a ‘planetary dividend’ for those choosing to switch from a fossil-fuel supporting agency in the form of 10 per cent of fees donated to regulated reforestation projects for the first year of working together.

Chief design officer, Martin Farrar-Smith commented: “Our position in the industry has shifted now, and we are no longer just a thorn in the side of the agency establishment, we are a credible alternative to the status quo so we needed a brand to match our ambitions. This brand reflects our position as global citizens with a growing network of studios, while putting our unified strategic approach front and centre.” he added.

Alex Myers added: “The shape of the creative industry has changed. The best agencies are no longer defined by the channels they work in, or the territories they cover. They are, however, still defined by who they work with. We are inspired by those agencies committed to a positive legacy for our industry including those with B-Corp certification. We believe they are fighting the good fight, and we are proud to be in their ranks.”

By Mark Adair – Correspondent, Bdaily

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