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Can the industry that taught the world to consume help us learn to consume more responsibly? Luke Purdy, Director of Sustainability at one of the world’s leading creative agencies, Wieden+Kennedy, is betting his career on it. After 13 years working on major accounts like Nike and Corona at one of the world’s most influential creative agencies, Purdy did something unusual: he wrote his own job description and asked to become the agency’s first sustainability director. Wieden+Kennedy gave him the job, and in 2023, the agency became the first global advertising network to achieve B Corp certification across all nine offices in seven countries. With brands spending over $700 billion annually on advertising worldwide, the messages agencies craft shape not just what people buy, but how they think about consumption itself.

Luke discusses how he sold sustainability as a business value proposition rather than a compliance issue, why he reports to the CFO instead of the CMO, and how Wieden+Kennedy’s carbon removal program for video productions is changing industry standards. He also tackles thorny questions about greenwashing that can guide which clients agencies should work with, arguing that guiding any company toward sustainability is better than refusing to engage. He shares lessons from helping transform Danish Oil and Natural Gas into Ørsted, one of the world’s leading renewable energy companies, and explains why authentic storytelling beats green leaves and clichés every time. Can advertising agencies avoid greenwashing while still growing their clients’ businesses? And what does it mean when sustainability becomes culture rather than just compliance?

You can learn more about Wieden+Kennedy’s sustainability work at wk.com.