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ON PURPOSE and Vero announce agency alliance

Two of the first agencies to sign the Clean Creative pledge in Asia are banding together in a new alliance to boost business opportunities between India and Southeast Asia – and to raise awareness of the value that environmentally conscious agencies can deliver to brands seeking communications partners invested in sustainability.

Today, Southeast Asian agency Vero and Indian agency ON PURPOSE announce a new alliance agreement.

Vero is an integrated communications agency with offices in Bangkok, Ho Chi Minh City, Jakarta, Manila and Yangon, a presence throughout the ASEAN region, and over 200 full-time team members.

ON PURPOSE is a consultancy that focuses on purpose-driven campaigns for social good. It is based in New Delhi, Mumbai and Bengaluru and has over 60 employees.

The alliance agreement between On Purpose and Vero is forged upon shared cultural values, communications capabilities, and business practices.

One of these practices is a shared commitment: in 2022, both Vero and On Purpose signed the Clean Creatives pledge to refuse work with fossil fuel companies, making them among the first in their respective regions to do so. Vero and ON PURPOSE are currently in the early stages of collaboration with Clean Creative agencies in New York, London, and South Africa to address client needs – along with the ON PURPOSE and Vero markets in Asia Pacific.

Both Vero and ON PURPOSE are also planning to build a pipeline of business between India and Southeast Asia, with a focus upon brands featuring sustainability initiatives.

"As a fast-growing region, Southeast Asia presents a tremendous opportunity for Indian brands to expand their reach and gain a foothold in new markets,” said ON PURPOSE founder and managing Director Girish Balachandran."

“With our alliance with Vero, we are excited to provide our clients with access to the region's diverse consumer landscape and help them create campaigns that resonate with local audiences. At the same time, we see tremendous potential for Southeast Asian brands to enter the Indian market, which is poised for rapid growth in the coming years."

"By leveraging our expertise and network in the region, we are confident that we can help brands on both sides of the partnership seize these opportunities and unlock their full potential." He added

A major pillar of the alliance agreement is an effort by Vero and ON PURPOSE to highlight the need for brands to provide partnership and procurement consideration to agencies on the Clean Creative roster. Both agencies also seek to highlight the contradiction in brands with sustainability goals by hiring agencies from the Clean Creative F List. Clean Creatives developed an F list containing agencies that work for fossil fuel brands.

"By choosing a Clean Creative agency, clients are choosing purpose-driven communications partners,” said Vero CEO Brian Griffin. “We believe it is time for procurement teams at major brands to take steps to move agency procurement away from F-list agencies. The result will be more agencies forsaking assignments from major fossil fuel companies that are little more than misdirection – and hopefully a growing roster of Clean Creative Agencies.”

The issue at the centre of the Clean Creative efforts to transform the way agencies engage with fossil fuel brands is a reverse correlation between the volume of fossil fuel brand communications about renewable energy versus the actual investments made in renewable energy by fossil fuel brands. Studies show that 70 per cent of fossil fuel firm communications are about renewable energy initiatives, while only 30 per cent of actual investments are in renewables.

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