[Marketing Week] Bob Koigi: Agencies prioritize planet over fossil fuel profits

A growing number of communications, advertising and marketing agencies are cutting ties with fossil fuel organizations, their trade associations and front groups. Spearheaded by initiatives like the Clean Creatives pledge, the movement reflects recognition that supporting coal, oil and gas undermines both climate goals and brand integrity.

The shift is part of a wider cultural reckoning. Across industries, from advertising to banking, professionals are reassessing the costs of enabling fossil fuel expansion.

South Africa–based communication agency Red Ribbon is the latest to join a growing global network of firms using their influence to accelerate the transition to a low-carbon economy.

The communications sector’s distancing from fossil fuels parallels efforts in other industries, particularly finance. The Make My Money Matter campaign, founded by filmmaker and activist Richard Curtis, is pressuring UK high-street banks – Barclays, Lloyds, HSBC, Santander, and NatWest – to stop financing fossil fuel expansion.

Campaigns of the week

Heinz has launched Looks Familiar, a global campaign that draws attention to the resemblance between fry boxes around the world and the brand’s keystone logo.

Timberland has unveiled its global campaign Advice of an Icon, featuring filmmaker Spike Lee, musician Skepta and model-actor Kiko Mizuhara. The Fall/Winter 2025 initiative pays tribute to the cultural influence of the Original Yellow Boot.

Proximus and Gezinsbond are teaming up to raise awareness around responsible screen use among young people. The two organisations have launched Digital Hide and Seek, a campaign that challenges youngsters to switch off their smartphones for an afternoon.

Agencies and accounts

The BBC has reappointed Havas Media Network to handle its media planning and buying following a six-month review. The contract, valued at around £300 million over six years, will see Havas continue to promote the broadcaster’s services across multiple paid channels.

Comcast Technology Solutions (CTS) has been chosen by Dubai Media Incorporated (Dubai Media), the media organization of the Government of Dubai, to provide the technology behind its upcoming video streaming platform.

Partnerships and acquistions

Vervangingsfonds/Participatiefonds (VfPf) has chosen iO as its strategic technology partner for the next eight years. The collaboration will focus on expanding digital services for school boards.

WPP has announced a global partnership with the MACH Alliance, aimed at helping enterprise businesses adopt artificial intelligence at scale through composable technology.

Spotify has introduced a co-branded hub with TikTok that brings trending BookTok titles to audiobook listeners. The Big on BookTok hub, available in the US through November, turns the viral To Be Read lists circulating on TikTok into curated To Be Listened playlists.

Appointments

Socially-led creative agency We Are Social has promoted Lucy Doubleday to managing director of its UK office. Doubleday joined the agency in 2013 as operations director and later became managing partner.

VML UK has appointed Sanjiv Mistry as Executive Creative Director. He will report to Chief Creative Officer Ryan McManus and work across the agency’s client portfolio.

Other major news of the week

Heineken has installed its 10,000th Heineken 0.0 draught tap in Europe, a milestone that reflects growing demand for alcohol-free beer in bars and restaurants across major markets including the Netherlands, UK, Spain, Ireland and France.

Criteo has announced an integration with Google that will extend onsite retail media opportunities for brands. As Google's first partner in this area, Criteo will connect its network of more than 200 retailers with advertisers through Google Search Ads 360.

Bob Koigi is the editor-in-chief of Marketing Report.One

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