OMG UK have signed up as founding members of #ChangeTheBrief Alliance – a partnership between agencies of every type, and their clients – learning and acting together to directly address the challenge of the climate crisis by promoting sustainability via every channel available.

The #ChangeTheBrief Alliance launched at an online event on Tuesday July 13th. Speakers included Stephen Woodford of the Advertising Association, Elisa Tonda, Head of Consumption and Production at UN Environment Programme and founding members including Patrick Affleck, CEO of Havas Media and Nicki Hare, Chief Development Officer of Omnicom Media Group. Rob McFaul, co-founder of Purpose Disruptors hosted the event.

The Alliance was identified as a flagship initiative to deliver on Action 5 of the Advertising Association’s Ad Net Zero initiative. Action 5 calls for the agencies and clients to harness the power of their advertising to promote sustainable consumer choices and behaviours. From mid-September, OMG UK staff will have access to the Alliance learning programme and community to help shift their work to only promote sustainable lifestyles.

The Alliance learning programme is designed to generate a new skillset within the industry – comms experts that can confidently generate sustainable behaviours and with that help their organisation and partners in their transition to a zero-carbon world.

Alliance members recognise it is an act of leadership to work collectively. No one network or agency can drive the change required at sufficient scale and speed.

Nicki Hare, Chief Development Officer at Omnicom Media Group UK said ‘We are witnessing an environmental crisis and it is incumbent on us all to bring about behaviour change. #Changethebrief Alliance provides us with the opportunity to accelerate this change by supporting our agency teams to learn and adopt sustainable skills, behaviours and knowledge and work collaboratively and creatively with our clients and partners to deliver a net zero industry. #Changethebrief will have a lasting impact on the next generation of talent in our industry and we couldn’t be prouder to be a part of this initiative.’

Find out more at changethebrief.org.