Creative agencies are just another link in the brand supply chain. Just as brands cut out manufacturers who don’t achieve certain sustainability standards, agencies will soon have to demonstrate their sustainability and ethical credentials as a pre-requisite to doing business.
An agency’s own brand positioning, business development and communication strategies will need to evolve as a result in order to preserve relationships and continue to generate sales.
The concepts and language of sustainability will be mainstreamed into business development and positioning activity.
Expectations will stretch far beyond internal employee programmes, environmental compliance and 5% pro-bono time. Brands will require confidence that their agency partners can Understand People, Embrace Complexity, Transcend Disciplines, Go Lightly and Create Happiness as part-and-parcel of their work.