“Shell might come to us with a $1 million contract, and we’re walking away from that.”
on its role in climate change, a new coalition is rising among the PR and ad agencies responsible for corporate messaging.
“Shell might come to us with a $1 million contract, and we’re walking away from that,” says Roger Ramirez, chief growth officer of the New York–based ad agency Mustache, which signed onto the pledge earlier this year. It isn’t an easy decision, Ramirez says, because “the reality is that the business is not built to sustain turning down potential large engagements.”
Adam Lerman, Mustache’s associate creative director and chair of sustainability, says most ad agencies are similarly structured, meaning that sustainability commitments—however large or small—mean convincing superiors. Lerman suggests starting the conversation by emphasizing how leadership’s goals align with the cause, even if they don’t realize it.Roger Ramirez, chief growth officer, Mustache
The bulk of the spending on Facebook ads came last summer, in the days immediately following then candidate Joe Biden’s $2 trillion climate plan announcement. Ad spend jumped from just under to $20,000 a week to over $80,000 a week. The spike continued until after the election in November.
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