Former Mediacom exec Hannah Mirza has founded The Responsible Marketing Agency with a mission to 'help media, digital and marketing clients to realise sustainable growth'.
The newly-launched full-service media and marketing consultancy will specialise in ESG transformation through advisory, enablement and strategic services.
Across the media landscape brands and marketers are grappling with ethical questions such as their role in the climate crisis, and their duty to pursue responsible and progressive practices.
But progress is pretty slow. Indeed, the WFA and Kantar Sustainable Marketing 2030 report found 39 percent of client-side marketers say their companies are only now taking their first steps towards sustainable practices, citing a lack of resources, knowledge and skills – while 15 percent haven’t yet started.
The Responsible Marketing Agency launched to address these challenges. Its mission is to "help brands, agencies and publishers to accelerate competitive advantage, shaping capabilities and enabling delivery of environmental, social and governance (ESG) roadmaps and KPIs - in line with 2030 United Nations Sustainable Development commitments. "
The Responsible Marketing Agency’s inaugural clients include Diageo and the WFA, with which it collaborated recently to create a report covering ten ways advertisers can reduce greenhouse gas emissions in the media supply chain.
The company also offers consultative services to create and shape sustainable programmes, and will help clients to source and manage third-party relationships to pursue them.
Founder Hannah Mirza said: “As authentic, performance-orientated and trusted independent advisors we are now offering a full service capacity, including expertise on supply path optimisation in programmatic, through independent analysis, to media decarbonisation strategies and DEI programmes. I love to help clients thrive in uncharted, complex situations, driving opportunities for business growth. The Responsible Marketing Agency’s Manifesto states that when brands act responsibly in the media and marketing environment, their success deepens.
“From brand safety to sustainability, inclusion and ethical marketing practices, the modern marketer’s success hinges on making media and creative fit for progress. However, all too frequently ESG market solutions are immature and not fit for purpose. So our team of plug and play expert advisors is determined to help in this mission, guiding clients through the ESG maze, navigating new solutions and integrated strategies.”
Mirza has over 20 years’ experience in media, having held global leadership positions for Isobar, Mindshare and Mediacom. She has also led pro bono work for UN Women.