As the media world grapples with its role in the climate crisis, the Responsible Marketing Agency has announced its launch as a specialist with a mission to help media, digital and marketing clients to realise sustainable growth through responsible and progressive practices.
The Responsible Marketing Agency’s team of ethically-minded media and marketing professionals will help brands, agencies and publishers to accelerate competitive advantage, shaping capabilities and enabling delivery of environmental, social and governance (ESG) roadmaps and KPIs - in line with 2030 United Nations Sustainable Development commitments.
As outlined in the WFA and Kantar Sustainable Marketing 2030 report, 39% of client-side marketers say their companies are only now taking their first steps towards sustainable practices, citing a lack of resources, knowledge and skills - while 15% haven’t yet started, added the company.
The Responsible Marketing Agency says it aims to fill a gap by offering flexible service models to cover advisory, enablement, strategy and partnerships.
The Responsible Marketing Agency says its experts are passionate about helping clients plan for what’s next, whilst striving to ensure positive societal impact synchronised with business growth. Its inaugural clients include Diageo and the WFA, with which it collaborated recently to create a groundbreaking report covering ten ways advertisers can reduce greenhouse gas emissions in the media supply chain.
The company delivers consultative services to create and shape programmes that will drive responsible, sustainable and progressive marketing solutions. The team also helps clients to source and manage third-party relationships to enable marketing programmes.
Founder Hannah Mirza is passionate about supporting clients to navigate ESG in marketing. She explains: “As authentic, performance-orientated and trusted independent advisors we are now offering a full service capacity, including expertise on supply path optimisation in programmatic, through independent analysis, to media decarbonisation strategies and DEI programmes. I love to help clients thrive in uncharted, complex situations, driving opportunities for business growth. The Responsible Marketing Agency’s Manifesto states that when brands act responsibly in the media and marketing environment, their success deepens.
“From brand safety to sustainability, inclusion and ethical marketing practices, the modern marketer’s success hinges on making media and creative fit for progress. However, all too frequently ESG market solutions are immature and not fit for purpose. So our team of plug and play expert advisors is determined to help in this mission, guiding clients through the ESG maze, navigating new solutions and integrated strategies.”
Mirza has over 20 years’ experience, including agency, publisher and client-side roles, having held global leadership positions for Isobar, Mindshare and Mediacom, working across a FTSE 100 client portfolio. In addition, she has led pro bono work for UN Women and plays a leadership role as vice president for the Bloom Network.
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