Purpose Disruptors’ Advisory Board Aims to “Make a Difference to Climate for Decades to Come”
“At Purpose Disruptors, we are at a pivotal moment. A moment to pause, take stock and mature into our scale-up phase.”
This is what Rob McFaul, a co-founder of the company, tells LBB when discussing the newly launched Purpose Disruptors advisory board. This is a strategic arm comprised of some of the industry’s most distinguished and respected leaders, which will provide guidance to accelerate the impact of Purpose Disruptors’ work on the advertising industry’s climate transition.
What started as a simple pub gathering of like-minded individuals from the industry four years ago, has evolved into a team of eight, with members recruited from the likes of the BBC and Deloitte. The organisation’s work has now been showcased in the official zones at COP, featured on the secret speaker stage inside the Palais at Cannes, and PD has hosted its own influential industry climate summits.
Today, they have secured funding from the UK government, consulted with UN Race to Zero and connected with clients beyond the UK, while launching groundbreaking campaigns.
For Rob, and the rest of the organisation, this groundwork laid in the past four years calls for a natural expansion.
“Now is the moment to reset the agenda on climate in the industry and raise the ambition level to match what the science tells us is necessary,” he says. “The goal is to work with the pioneers and disruptors who are bold enough to build a new role for advertising and marketing that both thrives in and serves a world that respects social and planetary boundaries.”
And who are they? The advisory board includes former CEO of Ogilvy, Hugh Baillie, CEO of AMV Group, Xavier Rees, director of client strategy at ITV, Kate Waters, former chief sustainability officer at dentsu, Anna Lungley, former CEO of Mindshare, Marco Rimini, alongside voices representing youth and nature.
But why now? While scientists have been categorical on the declining state of our climate and projections have only become more dire, with people across the globe feeling the firsthand effects of global warming, sustainability talk seems to have slowed down in adland. This, coupled with PD’s rapid growth and establishment as a respected voice in the conversation, made the time perfect for the launch of the advisory board.
“[The board] will be pivotal in providing strategic guidance and advocacy to support our aims and objectives,” adds Rob. “Their insights from the advertising industry landscape, expert opinion and facilitation of connections for funding and partnership opportunities will be instrumental to our success.”
Anna Lungley, now head of sustainability consulting at Fujitsu, believes that collaboration is key to system-level change – the reason behind her joining the board. The first thing on her agenda is that agencies should review their client mix to account for the fact that “some of them may have redundant business models.”
“If you are overexposed to fossil fuel-intensive industries, now is the time to plot a transition path to a portfolio that is more sustainable. The climate start-up of today may be the Apple of tomorrow. Start working with them now and you will grow together,” she says.
She believes that the necessary momentum is brewing amongst emerging talent, and this energy is translating into action with some brilliant examples of sustainable solutions surfacing all over the world. “Where leaders go, others will follow. Advertising could hold the key to mobilising millions.”
The selection process behind the board was naturally a detailed and well-thought out process. Many of the board members have in fact been involved with PD’s work before, such as Ben Essen, who has contributed significantly to the organisation’s ‘Good Life’ work and other campaigns. Lisa Aoyama, the youth representative, has been an active participant in the ‘Agency for Nature’ initiative, proving herself as a strong voice on the climate.
Other board members found PD at their regular pub gatherings, or got in touch directly to understand how they could support the work. “Each member brings unique experiences, perspectives and a deep commitment to the climate transition,” says Rob.
Ogilvy’s ex CEO Hugh Baillie’s reason to join was clear - “We can all see that climate change is real, and it is incumbent on us to help address it.”
He explains that while there are clear steps individuals can take in their home life to do so, it might be harder on many to help through their work environments, which is where PD comes in. “I joined because we just can’t leave it to somebody else,” he says. “Thirty years in the industry means that I know something of how it works and so I would hope to be able to help PD have a significant impact on this industry and, by extension, companies and consumers.”
Hugh adds, “It may sound a little grandiose, but if we embrace the challenge, we can make a difference to the climate for decades to come. We can really make a difference.”
Setting up the board proved to be “an opportunity to innovate and model new ways of working with advisory boards” too. Rob says that he’s delighted to have Alexandra Pimor, an Earth lawyer and pioneer in integrating nature as a stakeholder in organisations, on board.
On the other hand, Lisa Aoyama, creative at Amplify and the youth representative, ensures viewpoints from across generations are seen. The reason behind her joining the board is her belief in PD’s mission.
“I know storytelling can shift perception, and the positive impact advertising can have, if its role in society is reimagined, is something I strongly believe in,” says Lisa.
“While as it stands, we are still promoting mass consumption, I have hope that if we can move the needle on what narratives are told and what is deemed desirable, this industry can become a powerful force in driving the paradigm shift to a regenerative world.”
In practice, the board will meet quarterly as a group but maintain ongoing engagement with members on selected projects - and the first meeting has already been hosted.
Rob explains: “Seeing the conversations generated from this formidable group is something to witness! We know the richest ideas come from connecting, so bringing them together to germinate ideas with us and each other is critical.”
Looking towards the future, Rob envisions a tipping point in the industry, where it fully embraces working only with clients committed to genuine sustainability and shifting to regenerative business models.
“Our goal is to create an industry where people are proud and happy to work, knowing their efforts contribute to the planet and society’s well-being. We’re excited about the potential bold, collective action towards building the future we need.”
Challenges are hiding in “business-as-usual mindsets,” general inertia and myopic thinking. Hugh explains that thinking in the line of ‘it’s too difficult, therefore it should be avoided’ is a hurdle for the industry. “The climate crisis is real, and it’s big. That can make it scary. As such, there will be a temptation to file it under ‘too difficult to address right now’. We don’t have time for that to be an acceptable response.”
Rob says that he feels emboldened by the “new era of political climate leadership in the UK” and is optimistic. “This shift can usher in a new era of climate advertising leadership, and we’re hopeful and excited about the possibilities.”
“We call on those bold enough to build the future we need to join us and embrace our vision for a sustainable and thriving planet and society.”
