Amsterdam Impact Launches 'Coalition of Impact Frontrunners' for the Creative Communications Sector

But individual wins aren't enough. The challenges around inclusivity, climate, and social justice demand more than sporadic good intentions. They call for systematic collaboration. That's why Amsterdam Impact by the City of Amsterdam is launching the 'Coalition of Impact Frontrunners' – a movement bringing together Amsterdam's creative communications sector to drive the shift towards an impact-led economy, rather than business as usual.

The Power of Creativity for Positive Change

Amsterdam's creative communications sector sits at the heart of stories reaching millions – and therefore at the heart of societal change. An agency doesn't just shape how its own team works or how campaigns come together, but also the values their clients project, which ultimately filter into the public consciousness. With every story and campaign, they're actively contributing – whether they realise it or not – to the question of whether we're moving towards an impact-driven economy or staying stuck in business as usual.

"Particularly now, with such challenging societal and technological shifts underway, creative communications agencies can be the difference-makers in transitioning to an inclusive and sustainable economy. They serve as the bridge between brand and society, able to influence both advertisers and consumers. But working out how to embody this transformative role in the day-to-day reality of pitches and financial targets – that's far from straightforward. Collaboration amplifies the societal impact you create as an agency and as a sector."

- Ellen Oetelmans, Amsterdam Impact by the City of Amsterdam

A New Kind of Collaboration

The initiative recognises that fierce competition in the creative sector – driven by the financial stakes of winning clients through pitches – often prohibits collaboration. Yet, the complex challenges surrounding impact – diversity, inclusion, and climate – are simply too big to be tackled through competition alone.

"We've spent 10 years focusing on carbon footprint, but now we need to focus on brainprint - the social psychological impact of media on what people believe is possible. Anywhere we're impacting cultural norms, we should be there. That's why Amsterdam Impact's coalition makes sense - instead of competing on sustainability, we can work together to move the culture of the city forward and accelerate Amsterdam's regenerative future.”

- Derek Muller, Boomerang

The Coalition of Impact Frontrunners aims to bring sector leaders together to share knowledge, harness their creativity to amplify impact, and inspire their clients to put impact at the heart of operations and communications.

“I connected with another agency's sustainability lead over coffee. It'd be great to move beyond one-off meetings towards a dedicated coalition to collaborate and learn from one another.”

- Pooja Dindigal, DEPT

Concrete Approach and Outcomes

The initiative unfolds in stages, kicking off with a stocktake of pioneering agencies and existing initiatives across the creative communications sector. There'll also be an international scan drawing inspiration from other capital cities such as London and Berlin.

A launch event will gather Key Opinion Leaders from across the sector, including students from HvA, UvA, and VU. Following that, a quick online survey will gauge the broader market's views on impact and current initiatives.

At the heart of it all are co-creation sessions where the Coalition of Frontrunners develops practical tools together. These might include a collective manifesto, a hands-on toolkit, an information hub, or an inspiring impact event.

Tailored to the Creative Sector

Like the successful Impact Deals before it, this initiative is tailored to the creative communications sector's specific needs. Amsterdam Impact isn't just facilitating the sessions and research – they're also supporting marketing and communications efforts to raise the movement's profile.

Partnership with BR-ND People

Amsterdam Impact is partnering with BR-ND People on this initiative – a creative change agency that's been B Corp certified since 2018. With their strong network across the creative communications sector and deep expertise in driving positive change, they're the perfect partner for this ground-breaking project.

"Every agency feels that tension between commercial objectives and societal responsibility. The question isn't whether we should create impact, but how we actually make it happen. This project could provide the answer. Our role, drawing on our experience as a creative change agency, is to offer the tools and framework that help frontrunners strengthen each other. We're looking to transform 'good intentions' into something workable and collective."

- Alexander Koene, BR-ND People

A Bottom-Up Movement

Ultimately, the goal is for the sector itself to take ownership and carry the movement towards greater impact forward. Amsterdam Impact acts as a catalyst, but real change must come from within.

"What we want with this initiative is to strengthen the vital inspirational and leadership role Amsterdam's creative communications sector plays in tackling societal challenges. By building on what's already there, spotting shared opportunities to create greater societal impact, and actually taking concrete action."

- Ellen Oetelmans, Amsterdam Impact by the City of Amsterdam

Join the Movement

Working at a creative communications agency in Amsterdam and keen to contribute to a greater positive impact? The initiative welcomes agencies ready to lead the charge towards a more sustainable and inclusive sector.

To get a clear picture of where the sector stands today and what opportunities lie ahead, we're inviting Amsterdam agencies to complete a short Quick Scan (takes about 5 minutes). The scan offers insights into how agencies are tackling social and environmental impact, and how they're working together to drive change.

Take the Quick Scan

For more information, contact Amsterdam Impact at impact@amsterdam.nl

This initiative is part of Amsterdam Impact's broader mission to help entrepreneurs—both within and beyond the municipality—increase their societal impact and contribute to a fair, social, and sustainable city.