Maja Pawinska Sims 20 Sep 2019 // 9:41AM GMT
LONDON — Blurred is committing to only work with organisations and brands that are supporting or making progress towards at least one of the United Nations’ Sustainable Development Goals, and is calling on other marketing and PR agencies to do the same.
In an open letter to the industry, Blurred said: “We believe that the first responsibility of our industry, when it comes to sustainability, is transparency. Our industry is capable of driving rapid behaviour change across society, around the world. We can and should take the lead rather than be driven.”
The letter continues: “We will not work with companies whose sole purpose is to drive ever-more consumption for consumption’s sake, as a route to purpose-less profit or growth.”
Blurred has developed a framework for assessing clients against the UN’s 17 Sustainable Development Goals, which it will be making available for other agencies to use.
As well as Blurred’s CEO Nik Govier and founding partners Stuart Lambert and Katy Stolliday, co-signatories on the letter include leaders of other agencies who have already committed to using the framework: Mike Buonaiuto, founder of Shape History; The Unmistakables founder Asad Dhunna, Warmer Communications founder Hugh Davies; The Tom Sawyer Effect MD Ben Mason; Luisa Tatoli, managing director of Roll Studio; and Tijana Tamburic, co-founder of Female Narratives.
Govier told the Holmes Report: “A purpose and values are easy to have until they’re tested. We believe strongly that we all have a role to play in the future of this planet. Some will say making this commitment might shut doors, but there’s more at stake here. And I believe there will be far more – and more meaningful – opportunities.”
Lambert added: “I’m determined to work in an industry I can be proud of. And that demands that we contribute to making this a better world. That we are part of the solution, not part of the problem. We can help good, sustainable, ethical, purposeful businesses flourish. As trusted advisors, we can be the difference in whether they succeed or not. If we don't have conversations with our clients about purpose, about strategy, about sustainability and how they plan to keep their business and market viable for the next century of upheaval, who will?”
And Stolliday said: “‘Our purpose and values are not just a veneer. Our values have depth and are firmly grounded in what we believe as a team, and we always act with them in mind. Being selective and partnering with businesses that are trying to make a positive and meaningful impact is just one more way to be true to who we are as a business.”
Blurred is also among the agencies, including Taylor Herring, who have closed their offices today to join the Climate Strike march, as part of the movement started by young environmental campaigner Greta Thunberg.