DDB Group Sydney has become the first agency in the Southern Hemisphere to partner with the #ChangeTheBrief Alliance, a sustainability learning programme for the advertising industry, created by Purpose Disruptors.

The partnership aims to embed sustainability thinking and practices throughout DDB Group Sydney, aligning its work with a sustainable world.

Over 20 staff members, known as 'Green Champions', have been recruited to lead a six-week information programme on sustainability. The agency has conducted an audit of its emissions in Australia and New Zealand and has made changes to reduce its carbon footprint. DDB Group Sydney plans to review every stage of the creative process to find areas for sustainability implementation. The agency will also make changes to its operations, production, media choices, and events, introducing eco-friendly practices across the business.

"Our ambition is to review every stage of the creative process, from client briefing to delivery and measurement, to find areas for sustainability to be implemented. This is more than just a behaviour change; it is a key strategic initiative that will run through the DNA of the agency," said DDB Group Sydney CEO, Sheryl Marjoram.

The initiative was launched during DDB's annual Green Week, which coincides with SXSW Sydney 2024. DDB Group Sydney will work closely with The Payback Project, which has partnered with the Purpose Disruptors to bring #ChangeTheBrief to Australia.

"As the architects of demand, the marketing and advertising industry can play a decisive role in helping society shift away from our current high-carbon lifestyles, towards low-carbon alternatives. Every campaign is an opportunity to normalise the behaviours, the products, the services and the attitudes we all know we will need to adopt to achieve sustainable living. Creativity can be a catalyst for the climate action our world needs. I’m so inspired by DDB’s hunger to grasp this and be the first to bring this to life through #CTB here in Australia," said The Payback Project Founder in Australia, James Greet.

DDB Group Sydney Strategy and Innovation Managing Director, Leif Stromnes, said: "DDB Sydney has always believed that creativity is the most powerful force in business, and we are thrilled to partner with #changethebrief alliance to use our power to promote more sustainable consumer choices and behaviours. The climate crisis is everyone’s responsibility, and we all need to learn and act together if we are to have any hope of transitioning to a zero-carbon world. We are proud to be the first agency in Australia to sign up to this initiative, and we encourage others in the industry to get on board too."

Marjoram reiterated the potential impact of the advertising industry on societal change. "The marketing and advertising industry can play an active and decisive role in helping society shift away from our current high-carbon lifestyles towards low-carbon alternatives. This has the possibility to harness the collective power of the entire Australian advertising and media industry working together," she said.