Kindred

We launched our mission to deliver positive change for the planet and its people in 2018: we wanted positive change to guide who we worked for, how we work and how we support our team. We’ve been working to steadily put positive change at the crux of every aspect of our agency ever since. In the past 12 months we’ve realised this goal, going ‘all in’ on positive change.

We resigned our last remaining client whose brief wasn’t positive-change-focused, making our campaign portfolio 100% positive change and we implemented a ‘no positive change, no pitch’ rule for new business opportunities so we can keep it that way.

Internally, we examined every inch of the ways we work and our culture and, where there was room to make more positive change for our people, we overhauled, evolved or improved how we work to meet our ambition of setting the standard for what a progressive, supportive agency culture looks like. A new training offer, enhanced mental health support and new approaches to public holidays, flexible working and parenthood are just some of the results. We’ve also taken actions like applying for B Corp Certification and publishing our EDI and pay gap data, so we’re truly walking our positive change talk.

We’ve turned down big briefs to stay true to this mission but going ‘all in’ is paying off across the business. Profits are up, our portfolio’s growing and there are no signs of the Great Resignation hitting the agency.